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Tag: marketing

  • Whirlpool to sponsor ESPNcricinfo for IPL 2020

    Whirlpool to sponsor ESPNcricinfo for IPL 2020

    NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, world’s leading kitchen and laundry home appliance company, signs official sponsorship with ESPNcricInfo for IPL 2020. As part of the association, Whirlpool will bring alive the IPL fever through one-of-a-kind flagship shows, features, expert insights and interesting highlights for the cricket lovers.

    ‘Whirlpool Adaptable Player of the Day’: A show where the ESPN anchor and cricket experts will pick & discuss the player who showcases stellar performance and stands out for his match situation related adaptable skills during the game. This selection is in line with Whirlpool’s recently launched Intellifresh Pro, India's most advanced Bottom Mount Refrigerator powered by advanced Adaptive Intelligence Technology. The association will increase awareness and help in building relevance of the product through the show

    ‘T20 Time:Out’: A flagship show which will showcase the daily preview and review for the IPL matches. The show, on which Whirlpool is the Presenting Sponsor, brings a wholesome series of match dissection, data, insights, expert analysis, which will be a daily dose of energy and excitement for the mega event

    Read more news on IPL

    Commenting on the same, Whirlpool of India VP marketing KG Singh said, “IPL has established itself as a modern-day format where cricket lovers experience the adrenaline rush of the game. We are proud to partner with ESPN CricInfo to be a part of one of the deepest passion points for the nation and launch our IntelliFreshPro Bottom Mount Refrigerators – a format of the future just as IPL has proven to be. Just like adaptable players are required to ace the game, our advanced Bottom Mount Refrigerators uses its adaptive technology for winning consumer experience.”

  • 22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

    22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

    NEW DELHI: In a move to bolster its digital transformation and brand experience offering, 22feet Tribal Worldwide, part of the DDB Mudra Group, has appointed Amrit Panigrahi to lead its transformation consulting and technology practice. Amrit will closely work with  22feet Tribal Worldwide president & CDO of the group Preetham Venkky.

    Panigrahi has spent over 9 years as a functional and process lead with KPMG, Deloitte USI, IBM, Accenture and HCL Technologies. In his previous stints, he has worked in areas of business consulting, changes process optimization and has led to technology-based business transformation.

    Read more news on 22feet Tribal Worldwide

    Preetham Venkky said, “What started in 2019 as a vision to bring in newer paradigms of innovation by hiring the right people is coming together beautifully. We’ve brought in diverse talent that have worked beyond the traditional agency ecosystem. I’m thrilled to have Amrit join the team who will help our clients’ grow their digital presence and strategies to not just weather the current COVID-19 situation, but also develop long-term digital capabilities using technology, data, and automation. The goal is to help brands rapidly transcend through the stages of digital marketing maturity and achieve personalised execution for single-customer based marketing outcomes.”

    Panigrahi added, “In my experience, over 80 per cent of CEOs believe that the ever-surging digital economy will impact their industry, but less than 30 per cent have or are executing on their digital strategy. It's an exciting opportunity to offer creative tech solutions to a robust roster of brands from traditional businesses, to offline-first brands that are on the cusp of digital transformation, to digitally native ones. Digital transformation is no longer about the big beating the small, it’s about the fast beating the slow.”

  • Ceat gears up to drive hard during the IPL20

    Ceat gears up to drive hard during the IPL20

    NEW DELHI: It does not seem to be tiring of its partnership with the IPL. Leading Indian tyre maker Ceat has been associated with the world’s most valued cricket league since 2015.  And it has once again gone ahead and partnered with the BCCI as a strategic time out partner. It first put its money behind the property in 2015 for three years, Then in 2018, it renewed its arrangement with the board for another five years. Ceat also forged an association with the  ICC World Cup in 2019 too and adopted a digital-only strategy.

    What exactly is the strategic timeout in the IPL world?

    It is a two and a half minute break from the game. The bowling side can take it between the sixth and eight overs, while the batting team can call for it between the eleventh and sixteenth overs. It was  introduced in 2009, when the IPL was shifted to South Africa courtesy the Indian elections. Popular Bollywood tracks play out loud on the stadium’s sound system. The cheerleaders break into a synchronized choreographed routine on the makeshfit stage in a corner of the ground, beyond the boundary rope. Spectators exit to pick up some refreshments. The players get a chance to rework their strategy and possibly sip some water. The umpires, well they simply catch their breaths. Brand commercials are played out on the large screens in various parts of the stadium. And finally a clock counts down to the start of the game after the break, giving the official strategic timeout partner amazing exposure as audiences can’t miss it.

    This year, Ceat will be releasing a new campaign during the IPL targeting premium sedan users across media. “The intention is to reach a wider audience and build on our brand objectives. We intend to be present across offline as well as the digital mediums,” asserts CeatTyres CMO Amit Tolani.

     “We will be targeting consumers in their context in the digital space. We continue to be aggressive in the online as well as offline mediums, given our campaign objectives. The idea is to connect with the consumers where they are present and engage with them in their language and platform of choice,” says Tolani.

    It is not certain how much the brand paid for the association but media reports say that Ceat paid Rs 30 crore in the last season of IPL.

    However, this year the IPL is a completely different experience, especially with no spectators in the stadium. So, how does a brand like Ceat derive ROI?

    Tolani agrees that the brand will miss out in terms of ground exposure like it used to get in the past. But he is appreciative of the fact that the matches will be live on TV and on Disney+Hotstar. “The audiences will get a chance to see their favorite cricketers on screen after a long break. With the culture of work from home across the industries, we believe more people will be latched onto the screen and hence we can expect a wider reach for our brand and the messaging that we want to drive,” he shares.

    He further elucidates that most of the IPL viewership is during prime time, so when a brand has an opportunity within this time slot,  it is able to reach a massive audience.

    This understanding of Ceat is bang on because the IPL generated an unimaginable viewership of 462 million in 2019 – bigger than any other prime time or non-prime time finite fiction, reality, or nonfiction shows across channels.

    In 2019, Ceat released a campaign for one of its tyres called Milaze X3 and the IPL helped in amplifying the message of making mobility safer and smarter.

    “We intend to use a similar approach again with a new premium range of our tyres. We have launched a host of our campaigns via the strategic time out association and it has always been delivering results. Along with this, we also plan a lot of digital activations, etc. to engage with our community. We intend to continue with the same rigor this year as well,” adds Tolani.

    He divulges further that when a marketing campaign comes out and runs across different channels, advertisers always look for that perfect equilibrium between reach and frequency. “When you have a new campaign breaking out, you need to have a higher frequency as well to drive your communication, different channels of advertising serve different objectives. Brands have to stay true to the platform and tweak the communication according to the medium,” he explains.

    It’s not as if the brand has been silent during the Covid period. Ceat released a social media campaign titled, ‘The Unsung Heroes’ which saluted truck drivers who served their nation during the difficult times and ensured timely delivery of essential goods.

    Some of Ceat’s previous brand campaigns have been extremely hilarious but bang on when it comes to delivering the message. Be it the ‘Idiots’ or Mahapurush film, the focus has always been on road safety. The Mahapurush campaign focused more on the person who makes every rider/driver’s worst nightmare come true – be it the guy who runs and stops ahead of your bike without any warning, or the one who thinks his hand can stop any vehicle with just a gesture.

  • Leveraging the power of IPL with limited outlays

    Leveraging the power of IPL with limited outlays

    MUMBAI: Newspapers and online news media have been flashing headlines how this company or that brand has invested huge outlays to get associated with the Dream11 Indian Premier League (IPL) as a sponsor. These numbers could cue that the IPL is out of bounds for in brand managers in mid-sized and smaller companies or firms with limited budgets and lower amounts to spend on a high impact event like the IPL and possibly kept them from considering it as a property to be associated with.

    But, wait, the IPL is not a big spender’s game alone. As we analyse some campaigns and advertisers from previous editions we see that brands have chosen smaller outlay routes in line with their budgets, campaign timings and business agendas. For instance, brands can associate with the IPL for less than 10 matches – rather than all the 56 matches. Then, there is the option of tying up for the live programming before and after each clash, featuring sports specialists and cricketing experts who dissect the upcoming game as well as the result of the just concluded one.

    Experts opine that many a brand has opted for one of the two and hit their sales out of the park just like Pollard wallops many a bowler mercilessly for those deep sixes.

    Read more news on IPL 2020

    Take for example, Grofers.

    In 2019, online grocery ecommerce platform Grofers went in for a burst of sharp advertising for a limited time period. It aired its commercials for as little as a week during the IPL matches between 31 March 2019 and 7 April 2019. The reason: research had pointed out that family habits had evolved and they were shopping for the entire month in bulk in the first seven days. So, it was looking at opportunities to make Grofers the first port of call for this activity. It partnered with banks and credit card companies and announced its Houseful Sale offering discounts on purchases with specific plastic brands.

    The net outcome: searches on the market place surged 2.2x times at peak on 5 April and averaged a 50 per cent hike for the entire duration of the TVC.

    Grofers vice-president marketing Prashant Verma was delighted with the results. Said he: “Advertising during the IPL elevated the impact of our campaign and we saw great results on both brand and business metrics – in terms of organic reach, brand lift on consideration, growth in order volumes, and new user acquisition.”

    Cricket legend MS Dhoni has been associated with consumer electricals company Orient Electric as its brand ambassador. The CK Birla group outfit, which is known for its exotic fans, has also been a partner of the Chennai Super Kings team for several seasons now.

    It opted for the IPL’s team package and through it found a way to target audiences and followers of CSK matches and was able to build the association of Orient MS Dhnoi and CSK.

    It strewed its commercials featuring Dhoni in all programming related to the IPL and team CSK. And it worked wonders. According to BARC data, the brand’s reach not only increased in the urban markets in the 22-50 age group, – which was the brand custodian’s objective – but its business grew at a scorching 30 per cent in revenues – double its competitor’s ramp ups.

    Brands also have the option to choose feature properties, like the Orange Cap, the super sixes, or the fours, or the fall of wickets, or super catches. Just like, TooYumm – the healthy snacking brand from the RPG-Sanjiv Goenka group stable – did by becoming the fall of wickets partner and resorted to moment marketing successfully. You can find out more about what it did and the results it got by reading How Too Yum hit a Six with the IPL.

    For advertisers it’s a win-win all the way. Even as the outlays are smaller as they are for a limited quota of matches, they manage to get amassive bang in terms of impact intheir limited spots.

    BARC data highlights this.

    The reach for the first 10 matches varied between 345 million and 241 million in 2019’s IPL (U+R 2+). As compared to this, a top rated GEC show during the festive season generated a reach of 185 million on the higher side.

    The ad breaks during the IPL cricket matches are usually less than a minute long and do not show more than three to four ads at once, while in a general entertainment channel, the ad breaks are of five minutes duration with 14-25 ads in them, so the clutter is much higher. Also, due to the longer ad break duration attention (eyes on screen during ad break) in IPL is high – up to two times than in GEC breaks. 

    So with an imaginative and attention-grabbing creative and campaign, advertisers can but be sure that they will get a return for their hard earned buck.

    According to Group M entertainment and sports head Vinit Karnik the festival called IPL offers innovative ideas and smaller packages that the broadcaster’s sales team churns up. “Brands are willing to explore these opportunities and will find reasons to associate with them. In these Covid times, the Indian Premier League has become that little cheer which we will watch in our living rooms,” he says.

    Clearly, that’s a thought to ponder upon.

  • Cadbury Dairy Milk partners with Mumbai Indians to spread sweetness

    Cadbury Dairy Milk partners with Mumbai Indians to spread sweetness

    NEW DELHI: Cadbury Dairy Milk has partnered with Mumbai Indians as their official Goodness Partner to spread the message of acknowledging the unacknowledged with the “#SayThankYou” initiative.  As part of this initiative, the brand will double the total runs scored in all Mumbai Indians matches to provide health insurance for daily wage earners through its NGO partner Nirmana.

    Commenting on the partnership Mondelez India senior director marketing (chocolates), insights & analytics Anil Viswanathan said, “As an optimistic and progressive brand Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way, and often, it’s the smallest gestures that have the biggest impact. This year has made us all realize the value of the people that run our cities, societies, lives and this has been the core thought behind the brand’s #SayThankYou campaign. Cricket being one of India’s biggest passions, we wanted to use the platform of T20 to inspire our consumers to 'Say thank you to those who make our lives easier'. So, this season, the total runs that are scored in every Mumbai Indians match will go beyond cricket. We are very excited to have one of the country’s favorite team, joining us in this journey of acknowledging the unacknowledged and expressing gratitude to those who are working behind the scenes to make the team and its players a success on the field.”

    Read more news on Cadbury

    Cadbury Dairy Milk has been working to acknowledge the unacknowledged by sponsoring health insurance, a critical need for unorganised labour and daily wage earners, through Nirmana. This is a continuation of the Generosity journey where recently Cadbury Dairy Milk has committed part proceeds of its Limited-Edition ‘Thank You’ Bar sale towards this cause supporting insurance for ~17000 daily wagers.

    Read more news on IPL

    Mumbai Indians spokesperson, said “We are extremely pleased to be associated with Cadbury Dairy Milk. At Mumbai Indians, we believe in compassion, gratitude, and togetherness.  The ‘One Family’ ideology of Mumbai Indians reflects the same feeling in true spirit. The ‘Say Thank You’ initiative by Cadbury Dairy Milk is a highly commendable initiative that also resonates with our thoughts. The world is witnessing a very challenging time and it is imperative that we extend care and empathy as a united force to the affected. We hope that through this association, we are able to spread smiles and help the ones in need.”

  • Stylam associates with Kings XI Punjab for IPL 2020

    Stylam associates with Kings XI Punjab for IPL 2020

    NEW DELHI: Stylam, a leading laminate company, has come onboard as Associate Sponsor for Kings XI Punjab for the upcoming season of the Dream11 Indian Premier League (IPL). 

    Stylam’s logo will feature on the trousers of the team for the duration of the tournament. Over the course of the season, Stylam and the Kings XI Punjab will also launch multiple campaigns to promote their partnership and engage with fans of the franchise across India.

    Stylam Industries director Manav Gupta says, “We’re thrilled to announce our role as Associate Sponsor of the Kings XI Punjab for the upcoming season. For almost 30 years, Stylam has been committed to representing all that is best about Punjab – boldness, passion, a sense of fair play, and a commitment to winning – to both India and the world. In the Kings XI Punjab, we have found a partner with a shared heritage and mindset. Just as the fantastic team at the Kings XI Punjab constantly strive to be the best, Stylam also strives for perfection. And nothing represents that better than our TouchMe line of anti-fingerprint laminate. Together, we look forward to breaking both records and trends. We wish them all in the best in their quest to bring the trophy home this year.”

    Read our news on IPL

    “The world has been faced with an immense challenge since the beginning of this year. Although there have been many obstacles delaying the start of this year’s tournament, we’re excited to have played a part in presenting the world’s biggest cricketing event to its fans,” he adds.  

    “We are privileged to be associated with Stylam, a product that is novel in its category and world class. Given its rich heritage and approach to the market we find ourselves in august company and the fact that it is a brand that was born in the same State (Punjab), as us, we find a lot in common that we share. We see them as our partners, understanding and building on each other’s strength leading to a winning combination” comments Kings XI Punjab CEO Satish Menon.

    The shift to an international location will serve to highlight Stylam’s recognition as an export house by the Government of India, and strengthen its reputation as a global powerhouse with a presence in over 65 countries. 

  • McDonald’s India new spots focus on takeout, on-the-go & contactles delivery

    McDonald’s India new spots focus on takeout, on-the-go & contactles delivery

    MUMBAI: McDonald’s India west and south has launched its new campaign that celebrates the brand’s unwavering commitment to serving safe, hygienic and delicious food to its customers in a changing world. The campaign also highlights the brand’s convenience channels –including contactless delivery, take out and on-the-go that enable customers to savor their favorite McDonald’s food whenever, wherever, and however they like it as well as its heightened safety and hygiene processes across the same.

    The brand has launched three heart-warming and impactful TVCs that highlight brand trust and convenience. Conceptualized by DDB Mudra, the TVCs show how despite families not being able to come together like before, on account of the new social distancing norms and the increased sanitization requirements, the joy of enjoying a McDonald’s meal has remained the same. They also focus on the new convenience channels launched by the brand to ensure that customers continue to get their favourite food in the safest and convenient way. These TVCs are further customized for different markets across West and South India and will be deployed across a strategic mix of TV and digital in key McDonald’s markets.

    The first TVC shows a granddaughter and grandfather enjoying a burger over a video call, a husband playfully waking up his doctor wife who has fallen asleep in the car after a busy day, with a piping hot cup of McCafé coffee and friends using a creative way to share everyone’s favourite McDonald’s French fries in a basket passed from a floor above. These slice of life stories instantly connect with viewers.

    Read more stories on McDonald’s

    The other two TVCs showcase the convenience and safety of the brand’s contactless delivery and take-out channels, which enable customers to experience and share the joy of having delicious McDonald’s food with great convenience and without any worries. The delivery TVC shows a young boy collecting his order through the brand’s contactless delivery service and gifting a meal to his society’s watchman before heading back home. The take-out TVC shows a guy, in the middle of an official video call, collecting his lunch from the McDonald’s take-out window.

    Speaking on the launch of this new campaign, McDonald’s India West and South director – marketing & communications Arvind RP says, “The ongoing pandemic has brought about significant changes to our lives. At the same time, it has helped us find new ways to connect, communicate and celebrate little joys of life with our families, friends and with those around us. We at McDonald’s have been committed to making these moments special for our customers by ensuring that they can share their joys over our food, without any worries. We have not only heightened our world-class safety and hygiene protocols but also launched new ways for customers to access their favourites, in the most convenient and safe way possible. With this campaign, we want to assure our customers that while the world has changed, our commitment to serving them in the best way possible hasn’t.”

    Read more news about DDB Mudra

    DDB Mudra West creative head Shagun Seda adds, “Midnight snack bingers. Fri-daters. Work lunchers. Coffee cravers. We’ve all missed our comfort food. With this campaign being the brand’s first since lockdown, we wanted to assure everyone that, while a lot has changed around us impacting how we get together, share, and bond over our favourites, what hasn’t changed is the taste, safety and memorable moments associated with McDonald’s.”

    To ensure highest standards of safety and hygiene across all channels, McDonald’s had launched its ‘Golden Guarantee’ platform which ensures a stringent 42- pointer checklist and contactless operations across its dine-in, delivery and take-out services. Being a leader of innovations in the QSR industry, they have also recently introduced a new On-the-Go feature on their McDelivery app to give customers added convenience of collecting their McDonald’s order without stepping out of their vehicle. With this, they have converted all their restaurants into drive-thru outlets to offer maximum safety and convenience effectively to their customers.

  • MobiKwik elevates Chandan Joshi as co-founder & CEO of payments business

    MobiKwik elevates Chandan Joshi as co-founder & CEO of payments business

    NEW DELHI: Fintech platform MobiKwik has promoted Chandan Joshi as the company’s co-founder and CEO, payments business.

    Joshi has been part of the MobiKwik leadership team for the last 2.5 years as senior vice president, payments, managing all the payment businesses of the company. This is the first time the company has bestowed the co-founder title on anyone outside the original founding team.

    Chandan is now the third co-Founder of MobiKwik in addition to Bipin Preet Singh and Upasana Taku. With this appointment, the fintech platform has kick started its IPO 2022 campaign.  

    Read more news on MobiKwik

    As CEO payments business, Chandan he will take on complete ownership of the company’s flagship payments business which drives 75 per cent of the revenues. While he was already driving the business (sales, marketing, product, engineering) in his existing role, all functions in the Payments BU will now report into him.

    Joshi said, “My journey with MobiKwik so far has been very fulfilling – I joined in the aftermath of Demonetization and my first assignment was organizing the retail payments business, then to run eCommerce payments and finally to grow all of the Payments business. The team and culture at MobiKwik have been a good fit for me. I share a good rapport with Upasana and Bipin and share their vision of delivering on the Digital Credit Card opportunity. I am confident that together we will be able to profitably grow MobiKwik and take the company public.”

    Singh says, “It has been fantastic seeing Chandan build the Payments Business for the past 2 years with amazing zeal and conviction. 

    Chandan has demonstrated all the right traits that we look for in a business leader – he leads from the front, is invested in his teams, is tenacious in driving business results and in closing large strategic deals. He has been a strong growth driver for MobiKwik and we want him to partner with us as a co-founder in the overall build-out of the company.”

    Chandan’s professional journey so far has prepared him well for his role at MobiKwik. Chandan returned to India in 2015 and founded Paketts, an innovative last mile logistics service company. He successfully exited the business after Paketts was acquired by Nuvo Logistics (Peppertap) in 2017. Prior to being an entrepreneur, Chandan was a financial trader in global financial markets with Credit Suisse in London & Hong Kong. Chandan did his Engineering from IIT Delhi and his MBA from London Business School.

    MobiKwik has reported strong financial results: net revenue growth of 133 per cent year over year to Rs 379 crores and cash EBITDA loss reduction of 91 per cent year over year to Rs 8.5 crores. In the report, the brand has spoken passionately about fulfilling a Billion Indian Dreams by making an everlasting impact on Bharat with our digital payment and fintech products. Having delivered three straight years of greater than 100 per cent revenue growth amid stiff competition, MobiKwik claims to have demonstrated strong execution and financial discipline.

     

  • Nestle Milo partners with Royal Challengers Bangalore for IPL 2020

    Nestle Milo partners with Royal Challengers Bangalore for IPL 2020

    Nestle Milo has partnered with Royal Challengers Bangalore for the upcoming T20 season. As the official partner, the brand has launched its #RoarForCricket campaign.

    As part of the campaign, Nestlé Milo has launched a limited-edition pack that features RCB players. This RTD pack will be available across retail outlets at a special promotional cost of INR 30/-.

    Read more stories on Nestle

    The brand will bring alive the partnership on mass media as well, with a special energetic TVC for the team’s home state, Karnataka. There will also be numerous engaging consumer activations on-ground and on the brand’s social media channels to celebrate the passion that fans have for Royal Challengers Bangalore team.

    Speaking about the association and the campaign, Nestlé India director, Dairy Vineet Singh said, “We are proud to be the Official Partners for a bold team like Royal Challengers Bangalore. Through the partnership with RCB team and MILO, we extend the brand’s legacy of more than 86 years, of providing budding champions with nutritious energy all over the world. This unique partnership is a reaffirmation of MILO’s commitment to motivate kids to take up sports & imbibe life values that only sport can deliver. With our campaign #RoarForCricket, we want to provide an opportunity for our consumers to look beyond the many challenges of the ‘new normal’ and relish the excitement and celebration of the cricket season with MILO energy.

    Commenting on the partnership Chairman, RCB chairman Sanjeev Churiwala said, “We are delighted to partner with Nestlé MILO. The brand shares the same ethos of RCB to encourage participation in sports and embody valuable learnings that the sports teaches us for life.”

  • Chimp&z Inc Bags ORM mandate for VakilSearch.com

    Chimp&z Inc Bags ORM mandate for VakilSearch.com

    NEW DELHI: Chimp&z Inc, the digital-first integrated marketing agency has won the online reputation management (ORM) mandate for legal, tax, and compliance services platform, VakilSearch.com, and will now handle the brand from its Gurugram office.

    According to the mandate, Chimp&z Inc will administer the brand’s end-to-end online reputation (ORM). The scope of work covers the management of all consumer touchpoints including digital media, review sites, and e-commerce platforms. The agency will work to resolve customer queries and concerns across digital platforms.

    Established in 2010, VakilSearch.com is an online legal service and solutions provider. It assists people to prepare basic legal documents, fix an appointment with a lawyer and get reliable legal guidance on taxation, property/real estate, company law, labor law, intellectual property, and foreign exchange laws online. A few of the big names in the clientele are Oyo, Big Basket, Amazon, HDFC Bank, and many more.

    Read more stories on Chimp&z Inc

    VakilSearch marketing head Abhishek Singh said, “We are excited to have Chimp&z Inc on board to help us establish a better presence on the digital front. Being a legal service provider, we need to ensure our customers know us better so they can trust us better. This partnership is aligned with a common aim to enhance our standing as India's largest professional platform.”

    Chimp&z Inc business director Alin Choubey commented on the new partnership, “With a reputation established over 10 years, VakilSearch.com has made a niche in its respective market. We have partnered with the brand for more advanced solutions to help them upgrade and refine their presence on digital. Our team looks forward to venturing into the legal services space with VakilSearch.com.”