L’oreal has appointed Abhishek Grover as the chief digital officer-consumer products, according to his Linkedin profile post.
He will oversee the operations of the south-east Asia pacific, middle-east and North African regions. Earlier, he was heading the digital marketing portfolio at Samsung for the south-east Asia and Oceania (SEAO) region where he was leading the digital marketing strategies and implementing the best practices.
Grover said via his post on LinkedIn recently while announcing his exit from Samsung, “As a digital marketing group in SEAO, we have come a long way! It gives me a great sense of pride that we built a strong and highly capable team that is leading Samsung’s global digital transformation agenda.”
“Whether it was setting up digital shared service operations or building industry first attribution models, it was the innovative and courageous thinking of the team that helped us leap forward,” he added.
Mumbai: Procter & Gamble (P&G) India on Tuesday announced its commitment to improve the accessibility of brand advertising to people with sight and hearing impairments by 2024.
“The initiative will make P&G brands more inclusive and accessible to all members of our community. P&G also announced that it will sensitize students pursuing advertising and marketing courses on accurate portrayal and representation of women in advertising,” the company said in a statement.
P&G will partner with leading marketing and communication colleges to shape the next generation of marketers and advertisers. Along with this, P&G also reinforced its commitment to continue leveraging the voice of its brands to have conversations that bust myths, break biases & shatter stereotypes.
P&G’s chief marketing officer Sharat Verma said, “At P&G, we want to step up and use our voice to be a force for growth and force for good. We have made strong progress in the role our brands are playing to drive social and cultural change. Not only that, but we are also committed to enabling equal opportunities for women in the advertising creativity and production industry.
“It is important that we make equality and inclusion a sustainable part of creativity. Therefore, we are seeking to work with the next generation of marketers and advertisers, to drive holistic change in imagery, and in turn, society. We are deliberate in our actions to advance equality and inclusion, so that we can accelerate the pace of change,” he added.
Mumbai: Modenik Lifestyle has announced the expansion of its management team with the joining of Suryanarayana GV as its chief information officer (CIO) and Utkarsh Thakur as the head of marketing for the men’s Category.
The new CIO, Suryanarayana GV, an alumnus of Birla Institute of Technology and Science (BITS), Pilani, has over two decades of industry experience in Oil, Gas, Power & Renewables, where he successfully implemented IT Strategies, Business Transformation, and has rolled out large scale IT projects to drive business-focused success. Over the years he has worked with various renowned brands including Cairn Energy India and Tata Power. At Modenik, he will be responsible for driving effective digital transformation enabling a future-ready organisation.
Utkarsh Thakur joins Modenik as the head of marketing for the men’s category. He comes with a diverse experience of 20 years in marketing and has expertise in consumer understanding, brand management, product portfolio management, sales management, communication, and media along with exposure to Asian markets. Over the years he has worked for the WPP Group, the Bennett Coleman Group and Titan Company Limited. At Modenik Lifestyle, he will be helming marketing for the men’s brands – Dixcy Scott & Levi’s and Dixcy Scott’s women’s product Slimz. He will help the brands accelerate their growth across categories and geographies.
Commenting on the appointments, Modenik Lifestyle Executive Chairman Sunil Sethi said, “We are pleased to welcome both Suryanarayana and Utkarsh to our management team. Their joining comes at a pivotal moment in our journey as we aim to accelerate our growth into a sustainable and collaborative ecosystem.” Sunil further said, “Suryanarayana’s decades of expertise in the technology sector is of immense value to us enabling us to accelerate both the innovation and impact of seamless integration of IT. Utkarsh has a wide array of experience in the consumer marketing domain, making him an invaluable asset to our leadership team.”
The newly appointed Modenik’s CIO, Suryanarayana GV said, “It gives me immense pleasure to be joining Modenik’s leadership team at a pivotal time for the brand. I look forward to working with the team to deliver innovative business IT solutions that not only meet the needs of customers and consumers today, but also give Modenik the platform to support future business growth.”
On joining Modenik as the new Head of Marketing – Men’s category, Utkarsh Thakur said, “I am excited to join the talented team at Modenik and work towards realising the ambition of making our brands the preferred choice in essential clothing. We have strong brands that can leverage the opportunity in the essential wear segment to deliver significant growth – my team and I are committed to making this happen through consumer-driven marketing.”
Mumbai: Performance marketing today holds tremendous control over brand expansion and growth in terms of revenue and brand recognition. Before we dive into the benefits of performance marketing, let’s take a second to understand the term performance marketing better. Performance marketing is a marketing strategy that is centered around data-driven results. This means that the performance marketing agency is paid based on how users interact with the content presented by the brand. This is a measurable feature that makes the marketing technique ideal for companies or brands which are looking to reach their audience directly.
Today, digital marketing is a field that has long surpassed all traditional methods of advertising. It is quite safe therefore to suggest that without a strong digital footprint, it is near impossible for brands to grow and expand without a strong digital plan in place. According to Statista, the world digital advertising spending, which was approximately $455.3 billion in 2021, will steadily increase to about $646 billion by 2024.
As per McKinsey, investments in performance marketing tripled considering the figure from $900 million in 2018 to $2.6 billion in 2022. These figures are suitable for summarising the methods of digital marketing for the audience and the brands which are looking forward to growing.
Directly affects ROI
Through performance marketing, it is easy for brands around the world to connect and attain new clients and generate a loyal customer base. This is possible because agencies working on performance marketing already have their own established audiences, helping brands increase traffic for their site. Since the model of performance marketing allows for results to be measured in real-time, it directly impacts the ROI. Brands are able to increase their ROI as their content often generates more results under performance marketing.
Brands can have a wide audience and grow exponentially abroad as well as locally by opting for performance marketing. As per the study conducted by YourStory, brands have seen their marketing profits increase by nearly 30 per cent without having to increase their marketing budget, making this marketing technique a win-win for the brands.
Helps maintain a strong customer base
Performance marketing is goal-oriented strategies that aim to increase conversions and sales. For instance, positioning your e-commerce business with a credible influencer allows the customer’s brand to leverage some of that credibility towards your brand or product. mHere, the payments made are dependent on the content generated through performance marketing that is interactive and conversational with customers. This is how performance marketing helps brands reach their customer base better, through retailers and merchants, and builds a closer connection with the customer. This makes the customer consider the brand more whenever they are making any purchase of goods or services resembling the ones the brand produces.
As per the research, when brands use performance marketing, they are able to increase their brand retention by 20 per cent. Along with this, they were able to generate their marketing-driven gross by 15 per cent. Performance marketing also has a direct impact on the advertising for the brand. The same search is seen via the optimising channels, resulting in a 14 per cent increase in advertising impact on the sales they make.
Performance marketing is a need of the hour for businesses around the world and around the corner. Many brands are moving towards performance marketing looking for its promising returns as the revenue generated helps the brands. According to the study conducted by Spiralytics, out of the 2,300 marketers examined, around 62 per cent of the brand and enterprise’s marketing budget was directed towards performance marketing. This is mainly because of the promising results and the numerous benefits that performance marketing offers.
The most advantageous marketing techniques have already taken off around the world. The figures mentioned above are only set to rise as the world moves forward toward a shift that is dominated by digital marketing. It is safe to say that without investing in performance marketing, brands cannot compete with their counterparts who have a strong digital presence.
(About Author: Vatsal Rajgor is the co-founder and CEO of Digimaze)
MUMBAI: On day three of Goafest saw the grand finale of the event celebrating the best in advertising, marketing and media industries, with creative minds battling it out at the ‘One Show ABBY Awards’. TLG India (The Leo Burnett Group) walked away with the ‘Creative agency of the year Abby’, along with bagging the ‘Specialist brand activation and promotion agency of the year’ award. The Grand Prix was bagged by Famous Innovations in the Out Of Home (OOH) / Ambient Media Abby category. Good Morning Films won the ‘Specialist agency of the year’ in the video craft category.
Famous Innovations ranked second in the ‘Creative Agency of the Year category’, FCB was third, followed by Enormous, Grey, Creativeland Asia, Havas, Cheil, Script room, and Mindshare.
A total of 32 video craft Abbys, two radio craft Abbys, 29 branded content Abbys, 13 brand activation & promotion Abbys, four diversity Abbys, 17 OOH Abbys including one Grand Prix, 19 still print and still craft Abbys, four still digital Abbys, 20 Audio Visual TV/Cinema Abbys, 41 audio visual digital Abbys, one young Abbys, two red Abbys, 11 integrated Abbys and three Green awards Abbys were handed out to deserving winners on the final day of the adfest.
Audio Visual Digital Abby Awards – 2022
The category had six gold and twelve silver awards. First gold award was grabbed by GREY Group for Gillette India. Enormous Brands LLP won the second gold for their campaign Jaquar Bath & Lights. Other gold awards in the category was won by FCB Group India TLG India Private Limited.
In silver awards, TLG India and FCB both won three awards each while the rest of the awards were picked by Sideways Consulting, Cheil India and GREY Group.
Audio Visual TV / Cinema Abby Awards – 2022
This category had two gold and nine silver. Enormous Brands LLP grabbed both gold awards and silver awards were bagged by TLG India Private Limited, Enormous Brands LLP, FCB Group India, The Script Room, and Creative Land Asia.
Brand Activation & Promotion Abby Awards – 2022
This category only had one gold which was picked by FCB Group India and three silver. VMLY&R won one of the silver awards and the other two were picked by TLG India.
Branded Content & Entertainment Abby Awards – 2022
In this category, there were four gold and ten silver. The first gold award was won by Enormous Brands LLP for Winkies. The other gold awards were bagged by Mindshare, GREY Group and FCB Group India.
Four silver awards were won by Cheil India. Other silver awards in the category were won by Think and Learn, Handyyman, Tribes Communication, Enormous Brands LLP and Grey Group.
This category didn’t have any gold. It has three silver Superfly Films for Tanishq, Grey Group for Gillette India and FCB Group India for Unaids.
Green Abby Awards – 2022
This category had one gold and one silver. Gold award was bagged by VMLY&R for Maxx Flash’s The Killer Pack campaign and silver was picked by Famous Innovations for Livpure’s Cutting Paani campaign.
Integrated Awards – 2022
In this category, there was one gold which was bagged by Grey Group and three silver awards bagged by Havas Worldwide India, TLG India Private Limited and FCB Group India.
Out Of Home / Ambient Media Abby Awards – 2022
In the search subcategory, Famous Innovations bagged a gold for its campaign titled Avoid Humans – Deceit for the Tadoba Wildlife Sanctuary and Irai Safari brand. The second gold in the category was won by TLG India for brand spotify for its campaign ‘There’s a Playlist for that’.
There were four silvers given away in the category, of which two were won by FCB Group India, and two by Famous Innovations.
Radio & Radio Craft Abby Awards – 2022
Enormous Brands LLP won the silver for the brand Bharti AXA.
Red Abby Awards – 2022
Cheil India picked up the only gold in Red Abby category for the Mental Health brand.
Still Craft Abby Awards – 2022
Famous Innovations won gold for the brand Tadoba Wildlife Sanctuary and Irai Safari. All the three Silvers in the category were bagged up by the Famous Innovations too.
Still Digital Abby Awards – 2022
Cheil India, TLG India and Havas Worldwide India bagged the three silvers in the category. There was no gold Abby in the Still Digital.
Still Print Abby Awards – 2022
The Still Print Abby category saw six silvers, with four won by Famous Innovations and one each by TLG India and Havas Worldwide.
Video Craft Abby Awards – 2022
Eight golds were given away in the video craft category, out of it five were bagged by Good Morning Films, while three were won by Early Man Film. There were four silvers in the category- two were won by Early Man Film, one by Good Morning Films and Superfly Films won one silver.
Young Abby Awards – 2022
The Young Abby awards category saw FCB Group India pick up a gold for its campaign ‘Can an imaginary girl help’ for Parle G.
Mumbai: The global brand name in flash memory solutions, Lexar has announced the appointment of Advent Public Relations, an award-winning research-based PR Consultancy, as its strategic brand and digital communication partner.
In its role, Advent PR shall be responsible for formulating and adopting an integrated communication channel route, aimed at enhancing and reinforcing the corporate leadership position in India as well as driving the consumer engagement through digital and influencer marketing, in a phased manner.
Lexar has been a trusted global brand name in flash memory solutions for over 25 years, with its award-winning line-up of products including memory cards, USB flash drives, card readers, solid-state drives, and DRAM, committed to providing the right solution to fit everyone’s needs. All Lexar product designs undergo extensive testing in their quality labs with more than 1,100 digital devices, to ensure performance, quality, compatibility, and reliability.
Talking about the development, Lexar’s Director Gaurav Mathur said, “The rising demand for the low-cost storage solution across various applications is emerging as one of the key factors for the growth of flash memory solution industry in India and this is where we see a huge potential for Lexar to grow in the Indian market.”
“To meet our vision and required goal, it is imperative to on-board an expert consultancy in the field of Tech Communication, who with their expertise could devise and implement the right brand strategy to enhance our presence across print, electronic, online, and social media. Advent PR met our criteria and we are elated to have them on board as our prospective communications partner,” he added.
Advent Public Relations Director Kheman Kumar said “We are happy to announce as the recognized communications and digital partners for Lexar for the Indian market. Advent Public Relations as an agency is committed to understanding the client’s needs and delivering the best. We look forward to working closely with the brand’s marketing team and designing result-driven strategies for the brand which shall boost & achieve brand objectives.”
Mumbai: Mylo’s has launched its new digital campaign recently to celebrate mother’s role as ceo– chief everything officer.
Every mom is a CEO, in charge of leading her family and responsible for its efficient functioning that requires juggling multiple functions.
Motherhood is often portrayed as one joyous ride but in reality, it is a myriad of emotions – lots of joy indeed but also a fair bit of exhaustion, sleep deprivation and a lack of recognition for the efforts it takes in raising a child.
Through this film, Mylo highlights that motherhood is a full-time job that deserves to be recognized and appreciated. By showing a conversation between a couple who have recently become parents, the campaign addresses the ill-informed opinions about a mother’s role and celebrates her efforts and dedication in helping raise a happy family.
The film concludes with Mylo reiterating- ‘Iss Mother’s Day, Mylo sabhi Mom CEOs ka dil se aadar karta hai.’
Mylo’s head-content & community shaveta gupta said, “In the humdrum of life, it’s easy to overlook or take for granted the central role Moms play in every household. Moms are the wheels and the glue that keep a family on track and together. Moms do everything for everyone every day and deserve the CEO title before anyone. They are the real CEOs in life! Mylo invites everyone to both acknowledge and celebrate the role of the mom as the Chief Everything Officer this Mother’s Day.”
BTDT Media’s founder Arjun Kapadia said, “As I think about it, my company’s name fits perfectly with the concept we have implemented; mothers have ‘Been There, Done That’. I’ve grown up seeing my mother be the CEO of our household and now my wife, so women have already played an important role in my life. I’m honoured to have been a part of such a fantastic project that recognises the importance of mothers and the roles they play in our lives.”
Mumbai: Sportswear major Nike India has onboarded Siddhant Narayan as its marketing head. Prior to this, Narayan was chief marketing officer at Chinese smartphone brand OnePlus – a position he quit in May 2021.
Sharing the news on his LinkedIn, Narayan wrote: “Excited and humbled with this wonderful opportunity to inspire every athlete through the power of sport.”
This would be Narayan’s second stint with the sportswear brand, having previously worked at the organisation for seven years between May 2008 and October 2015, in various roles such as sports marketing specialist (May 2008 – Dec 2010), product marketing manager (Jan 2011 – Feb 2012), and brand manager (Mar 2012 – Oct 2015) respectively.
During the period, Narayan is credited with co-creating the impactful 360 brand campaign ‘Bleed Blue’ which went on to become a popular campaign at the Cricket World Cup in 2015, among others.
An alumnus of MIT School of Business, Pune, Narayan has also worked with brands such as Daniel Wellington and Reliance Jio in positions of leadership in the past.
Mumbai: The Abbys award governing council has assembled a power packed jury chair, rounding it out with five more industry veterans. They include Carlton D’Silva, Paresh Chaudhry, Praveen Someshwar, Rajat Ojha and Rekha Nigam, who have joined the jury chair this year.
House of Awe and Musemakers Marketing Services co-founder Carlton D’Silva
After a long stint at Hungama, Carlton now oversees the development of Film Marketing in House of Awe and Brand Marketing in Musemakers. Awards won include Cannes Lions, The Abbys, Kyoorius, Olive Crown Awards, New York Ad Festival.
Value 360 group executive director Paresh Chaudhry
Paresh heads Value 360, India’s fastest growing and the most awarded PR agency. He was formerly group president and chief brand custodian at RIL. Paresh has judged at the Cannes Lions and Abbys, ET Brand Equity and Sabre Asia. Paresh is the founder president of the Indian Forum of Corporate Communicators (IFCC)
HT Media Group MD & CEO Praveen Someshwar
Someshwar is busy transforming HT into a new-age media group, with digital initiatives and innovation being the driving forces. Under his leadership, HT Media Group is well on course to become a digital first organisation, creating multiple agile business units focusing on new niche domains. Praveen was earlier with Pepsico heading their North and South East Asia businesses.
Gamitronics CEO Rajat Ojha
A passionate techie, Ojha has worked at Hungama and currently heads Gamitronics. Awards won include Indie Innovation Award, Casual Connect, Hamburg, Game of the year for Kung Fu Dhamaka Google Maiden Canvas Showcase SFVR Game of The Year.
Sutradhar Media & Communications director Rekha Nigam
Rekha has headed language dept in several agencies. She won the Ad Club Campaign of the year for Salaam Bombay and New York Ad festival gold for Ruf n Tuf jeans. She was programming head of Sony Entertainment Television, screenplay and dialogue writer for major Hindi films like “Parineeta” and “Laaga Chunari Mein Daag.”
Earlier, the award governing council announced the inclusion of MullenLowe Lintas group chief creative officer and chairman Amer Jaleel, Elephant Design co-founder and director Ashwini Deshpande, Havas chairman and chief creative officer Bobby Pawar, BC Web Wise founder and MD Chaaya Bharadwaj, DDB Mudra Group chief creative officer Rahul Mathew, and Leo Burnett CEO and chief creative officer for South Asia Rajdeepak Das on the Abbys 2022 jury panel. The panel this year also boasts of three international jury chairs namely, Menno Kluin, Aricio Fortes, and Myra Nussbaum, from the global advertising industry, who will be judging the Abbys 2022.
MUMBAI: The sports sponsorship market is booming. Never before has more money been pumped into marketing sporting events, athletes and sports teams- globally as well as in India. According to a recent Nielsen study, sports sponsorships were up by 107 per cent in 2021, even as sponsorships drove an average of 10 per cent lift in purchase intent among the fan base. Today, aided by accelerated digitalisation, sports sponsorship offers brands entirely new opportunities than a few years ago, that’s especially attractive. And when it comes to sporting properties in India, it goes without saying that the Indian Premier League (IPL) is indisputably the mother of them all!
For the second consecutive year DHL Express India, one of the leading players in logistics, parcel delivery, e-commerce shipping and international supply chain management is the principal sponsor and official logistics partner of Mumbai Indians (MI). The deliverables entailed in the partnership are indicative of the brand’s 360-degree approach. While the brand logo can be prominently seen on the back of the players’ jerseys, DHL branding is visible in the player dugout banners, stadium concourse, outdoor, as well as digital and print ads of the MI team and all its official stationery. And that includes the right to present the coin toss in one home match!
As DHL Express (DHLE) India, enters its second year of partnership with Mumbai Indians, IndianTelevision.com had an exclusive interaction with DHLE India VP of sales and marketing Sandeep Juneja to try and understand the background and rationale behind the continued association. Having joined DHLE in 2004, Juneja worked his way up in the organisation, taking on the mantle of VP- sales & marketing in October 2013. He has played a key role in driving the sales and marketing strategies, especially in the new normal.
Juneja also shares insights into the value and ROI that DHLE gained basis the partnership as well as the campaigns it has planned to further leverage the collaboration. Despite its bad run at the IPL this year the MI team remains one of the crowd favourites. The brand recently released its latest ad film featuring the MI players titled ‘DHL #TheTeamBehindTheTeam for Mumbai Indians – 2022.’
Edited excerpts:
On the value/ROI that DHLE gained basis its partnership with Mumbai Indians in 2021
2021 was a bit different for the Indian Premier League. While it started with an in-stadia audience, the second wave of Covid-19 put a halt to the game, moving it to the later part of the year. However, for DHL Express India, it still ended up being a fruitful association with the team. As per Broadcast Audience Research Council (Barc) India data, while the tournament’s reach (live matches on TV) in India was 405 million, matches featuring Mumbai Indians were watched by 306.5 million households. In fact, the buzz on social media around the team also saw an 18 per cent growth over 2020. All this data only strengthens our belief in Mumbai Indians and this partnership. In fact, the presence of DHL’s logo on the back of the jersey positions us as the team behind the team and we have enjoyed great brand visibility with this association.
On the background and rationale behind the long-term partnership with IPL & Mumbai Indians
DHL, globally, over the years, has supported some of the world’s largest and most popular sports formats – from football to rugby, Formula One and even e-sports. Collaborating with prominent events helps brands, such as ours, to generate leads, and build customer loyalty and credibility. Cricket is a game that is well-loved and followed with ardent devotion in India, and many nations across the world. If you talk about the Indian Premier League, it is a festival in this country. The league has been able to successfully bring together sports and entertainment, making it an event for everyone, regardless of age or gender. IPL brings countries together and gets them all on one single platform.
Even within the IPL, it was essential for us to partner with a team that shares similar values. For DHL Express, the partnership with Mumbai Indians demonstrates our support for sports given the shared spirit of speed, passion, teamwork, and a can-do attitude. Mumbai Indians has proved its mettle in the game. If one has to go with pure data, they tick all the boxes: five-time champion, most popular team in IPL, highest social media buzz generator during the game, and many more. Mumbai Indians demonstrates “Excellence: Simply Delivered,” which is in sync with our mission. Therefore, we are glad to be the principal sponsor and official logistics partner for Mumbai Indians for the second consecutive year.
Sports sponsorships, like the one with Mumbai Indians, gives us an opportunity to widen our canvas and expand our target audience. It helps us build brand awareness and equity with not only a more varied target group but also reconnect with our customers and stakeholders through multiple touchpoints, a necessity in a post-pandemic world. Through this partnership, we hope to better connect with our customers and reach out to a wider customer base.
On how does the brand aim to strengthen its bond with its TG through this association
The viewership data for IPL suggests that the tournament cuts across sections, gender, geography and age groups. It is a great platform to reach out to people, primarily in the age group of 25-35, especially from tier I and II cities. This partnership with Mumbai Indians has helped DHL expand its target group and become a household brand. This season, we are looking forward to amplifying our MI partnership through a carefully curated and immersive 360-degree campaign with a focus on digital.
With our various digital activations, we created multiple touchpoints, thus giving us an opportunity to have instant and engaging conversations with our audiences across gender, geography, and age groups. We have introduced an all-new brand film featuring the crowd favourite Mumbai Indians players, to establish ourselves as the team behind the five-time league champions, as well as our customers. In fact, our digital video on #TheTeamBehindTheTeam trended number two in the first hour of it being activated on Twitter. Also, via our several social media fan contests and campaigns like Six for a Cause, DHL Match Ke Stars, the interaction with both the MI players and fans were much more authentic. We were able to tap into a new set of customers and build a greater connection with our existing customers via this crowd favorite game.
On the strategy and activations planned to further leverage this collaboration
With the traditional and digital worlds merging, it is vital for brands to leverage new technology and utilise digital platforms to develop engagement like never before. After a fruitful partnership last year, this season, we aim to amplify the association via a 360-degree marketing approach. Through digital, social, radio, print, and outdoor mediums, we will take our activations to the next level. We have leveraged all these mediums to ensure our visibility on and off the field.
Given that people are stepping out of their homes again, we have focused on outdoor advertising as well. This will include personalised branding on over 50 DHL vans, outdoor ads & radio spots. We are working on creating interactive content to engage with our target audience on social media.
We will also engage with Mumbai Indians fans as well as our current and potential customers via fan contests on social media like ‘DHL Match Ke Stars’ and through our alpha campaign – ‘Six for a Cause.’ The campaign will showcase Mumbai Indians players holding interactive sessions with the blind cricket team. We will also donate Rs 20,000 for every six that a MI player hits during their game. The proceeds of this will go to Samarthanam Trust for the Disabled which supports blind cricketers.
The focus for any brand that wants to build and retain its market position should be put on continuous user engagement, via digital touchpoints such as search engine marketing, snackable digital content, online knowledge sharing and round-the-clock availability of sales executives. We employ a 360-degree marketing mix to build stronger customer relationships. Be it television, radio, online or print, we try to ensure our brand visibility across media channels. We believe in leveraging all these channels throughout the year.
