ITV

Tag: media

  • October records highest TV ad-volume in 2021

    October records highest TV ad-volume in 2021

    Mumbai: Riding high on the festivals and sports events, the total ad volume on Television was recorded to be the highest in October, according to the data released by Broadcast Audience Research Council (Barc), here on Tuesday.

    The total ad volumes for the month of October 2021 stood at 178 mn seconds, the highest for the year. According to the data, the volume is 11 per cent higher than that of October 2020 and 23 per cent higher than October 2019. The total number of advertisers stood at 2851 and brands were 4,624 for October 2021, out of which 22 per cent were new advertisers.

    “Television advertising continues to grow peaking at 178 million seconds in Oct 2021, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment amongst marketers,” said Barc India head-client partnerships and revenue function Aaditya Pathak. “New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach. Ad volumes for the Dussehra week grew by 13 per cent over the previous four weeks and by 25 per cent over 2019. The number of new advertisers and brands was also the highest for this period.”

    FMCG leads the charts

    While ad volumes for FMCG dominated the charts, e-commerce and BFSI sectors have recorded a record growth of 97 per cent and 98 per cent respectively, against October 2019, which is highest amongst other sectors.

    Ad Volumes for the Auto sector also showed a positive curve with a growth of three per cent over 2019. The Retail sector grew by 127 per cent, Durables by 297 per cent and Personal Accessories by 157 per cent, over the start of the year, January 2021.  As a positive sentiment in the construction sector, ad volumes for the ‘Building Equipment’ category posted a 23 per cent growth in Oct 2021 over Oct 2019.

    As per the data, Dussehra Week 2021 witnessed 13 per cent growth in Ad Volumes over the previous four weeks and 25 per cent over 2019. The number of Advertisers and Brands during the Dussehra week 2021, is the highest as compared to previous years; 18 per cent more than the previous four weeks.

    Bhojpuri language dominates

    Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111 per cent compared to the same period in Oct 2019. Apart from Bhojpuri, Punjabi ad volumes has also recorded a 52 per cent growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33 per cent and 35 per cent respectively.

  • Dermalogica signs on actor Neha Dhupia as its first-ever brand ambassador

    Dermalogica signs on actor Neha Dhupia as its first-ever brand ambassador

    Mumbai: Dermalogica, the professional skin care brand from the Hindustan Unilever portfolio has roped in leading film actor, and former Miss India Neha Dhupia, as its first-ever brand ambassador.

    “Dhupia was the perfect choice as the face of the brand. Committed to healthy skin while embracing one’s natural skin type and texture, she aligns with the brand’s values,” said the brand in a statement.

    Dhupia will appear in the digital advertisements of the brand as well as play an active role in Dermalogica India and social media campaigns.

    Unilever – ProBeauty Brands head Pushkaraj Shenai, said, “Dhupia has been an ardent Dermalogica user for nearly two decades. She has regularly consulted our team for skin care treatments and solutions. So, when we thought about an ambassador who trusted and lived by the values of Dermalogica, she was the natural choice. Dermalogica will now accelerate education and assure our consumers their healthiest skin ever with result-oriented treatments and products. We are truly excited to have Neha join us in this mission.”

  • GoQuest Media and Wowow strike a deal for ‘Traitor’

    GoQuest Media and Wowow strike a deal for ‘Traitor’

    Mumbai: Global independent content distributor GoQuest Media has struck a deal for the Estonian espionage drama ‘Traitor’.

    Japanese broadcaster Wowow has acquired the spy thriller for its LinearTV and On-Demand streaming service. The award-winning series is directed by Ergo Kuld, and produced by multi service provider Elisa Estonia and Estonian public broadcaster ERR. It is written by playwright and screenwriter Martin Algus, who was awarded the ‘Best Screenwriter Award’ at Estonian Film and Television Awards 2019.

    The thrilling series stars Tambet Tuisk, who was also won the ‘Best Actor Award’ for ‘Traitor’ at the Estonian Film and Television Awards 2020

    Inspired by recent spy scandals in Estonia, ‘Traitor’ is a thriller which begins in 2004 just before Estonia joined Nato and became a top target for Russian intelligence. Greed and the need for recognition leads new recruit Alfred Vint (Tambet Tuisk) to cooperate with Russian intelligence, leading to a thrilling cat-and-mouse game with determined young Estonian counter-intelligence officer Marko Arrak (Veiko Porkanen) as they navigate the challenges faced in their personal lives.

    Wowow acquisition manager Chinatsu Otsuki said, “We are very excited to close the first deal with GoQuest Media. ‘Traitor’ is a superb spy thriller, and the story is very twisted. Our viewers love to watch ‘rewarding good and punishing evil’. However, we all know that reality is a lot more different from what is portrayed in fictional drama. This Estonian spy drama is very realistic in a way that is inspired by true events”.

    ERR head of programs Marje Tõemäe said, “We are very happy that stories which are based on our history and connect with our viewers are also relevant for other audiences all over the world.”

    GoQuest Media managing director Vivek Lath said that he was delighted that ‘Traitor’ will make its debut in Asia, and he couldn’t have asked for a better launchpad than Wowow. “As Japanese audiences watch the unravelling of a brutal but charming government servant who will betray everyone, including his country, to amass power and wealth, we promise that this compelling spy scandal drama may leave them shaken, but they won’t stop watching,” he added.

  • Galaxy teams up with actor Shruti Haasan for its new campaign

    Galaxy teams up with actor Shruti Haasan for its new campaign

    Mumbai: Chocolate brand Galaxy from the portfolio of Mars Wrigley has launched its new campaign starring actor and playback singer, Shruti Haasan.

    With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, the brand has tried to innovate and localise for Indian consumers using the Galaxy global signature recipe.

    The new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, the actor is feeling swamped and exhausted with work, when she chooses to take a break and picks up Galaxy chocolate from her table. It is when Haasan eats a piece of chocolate that she experiences a shift in her mood. Feeling enthused she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice-over that says, ‘Chocolate so smooth, pleasure lasts’.

    The film has been released in seven languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English.

    “We are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India. And Shruti Haasan seamlessly reflects the brand persona,” Mars Wrigley India director-marketing Varun Kandhari said. “For over 60 years, Galaxy has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film.”

    Sharing her experience on the association, Shruti Haasan said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign brings together my love for chocolates and music, and I love the way it has been portrayed.”

    On the campaign, AMV BBDO, said, “In a fast-paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding Galaxy center stage.”

    The new campaign comes further to the announcement of the first local production unit for Galaxy in Pune.

  • MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.

    The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.

    In one film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

    Mullen Lintas CCO Garima Khandelwal said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

    “Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple,” MFine founding member and chief business officer Arjun Choudhary said.

  • Redcliffe Labs onboards Gautam Gambhir as brand ambassador

    Redcliffe Labs onboards Gautam Gambhir as brand ambassador

    Mumbai: Redcliffe Labs, also known as Redcliffe Life Diagnostics has announced Gautam Gambhir as its national brand ambassador to promote the access and right to good health amongst all Indians.

    “Gambhir is among the most-admired Indian cricketers and is an embodiment of good health. Thus, he would be the perfect harbinger to make people aware of the role of regular diagnostics in ensuring good health,” said the brand on Monday.

    Redcliffe Labs founder Dheeraj Jain said the company is delivering on its mission by doing home sample collection from our collection centers, online consultation, building labs across India that are digital-first. “With Gautam as part of the team, we intend to educate people about the benefits of getting regular health checkups and how such check-ups cover almost a hundred tests that can help prevent fatal diseases if diagnosed in time,” he added.

    “The second wave of the pandemic has been an eye-opener and now it is time to change completely towards preventive health,” said Gambhir elaborating on the association. “Redcliffe’s core focus is to build on this and provide routine health test packages to all fellow Indians no matter what. It is set to make real disruption and I am with them to reach every possible pin code of Bharat and give real access to healthcare and diagnostics.”

  • One Take Media rides high on the K-wave in India

    One Take Media rides high on the K-wave in India

    Mumbai: While India may have warmed up to K-dramas only recently, One Take Media already knew that Korean content is going to be the next big thing.

    Indians have always loved the dramatic long-running fiction serials on Indian

    Television until 2020. However, the pandemic locked the world into their homes, and since then, Indians have caught up within the whirl of ‘Hallyu’ – the South Korean wave. The viewership of Korean dramas in India shot up by 370 per cent.

    The Mumbai-based company, One Take Media Co (OTMC) – a leading hub that provides content and value-added services to DTH, Cable, OTT, and TV Channels in India and overseas has been a frontrunner in Korean content in India.

    Long before other players realised the magic of Korean content, the company had already acquired Korean shows and dubbed them in local Indian languages like Hindi. They have been providing their curated Korean content to mainstream platforms and has now become a go-to spot for broadcasters and platforms wishing to spruce up their library with primetime Korean series dubbed in Hindi.

    Some of the leading K-titles in One Take Media’s library are ‘Goblin’, ‘I am Not A robot’, ‘Flower of Evil’ and ‘SF8’ amongst others. The exciting storyline, great performances, good production sets, and relevant emotions are some of the elements that connected with the Indian audience.

    One Take Media has recognised that Indians are not a big fan of watching shows with subtitles and hence has been the leader in providing their 50+ K- dramas dubbed in Hindi, for the entertainment of the Indian audience.

  • GUEST COLUMN: How digital marketing is growing post Covid-19

    GUEST COLUMN: How digital marketing is growing post Covid-19

    Mumbai: Technology is fast infesting all of the world’s processes in today’s day and age. Digitisation has become the norm of the day and is fast-changing the way we see the world. The simplest and most regular of activities have now transitioned into a virtual format. In this scenario, the advertising and marketing arenas are no exception, as digital marketing has surfaced as the prime form of marketing in the 21st century.

    Even though digital marketing as an industry has been on the rise for the better half of the decade, one cannot overlook the significant contribution that Covid has made in accelerating its growth. As per a report by Statista, the Indian digital marketing industry that valued at Rs 47 billion in 2015 had reached the value of Rs 199 billion in 2020. The report further went on to predict that the industry will continue on this remarkable trajectory and reach a staggering Rs 539 billion by 2024.

    Since a principal reason for such paced growth of digital marketing as a field is the pandemic, one has to speculate its existence and growth after the pandemic is over as well. Especially with preventive vaccines rolling out and the probable end of the crisis approaching, an evaluation must be done with regard to what a firm operating in the industry can expect in the post-Covid era. Some trends as expected to dominate the landscape of digital marketing in the year 2022 are listed as follows-

    Growing importance of content quality

    ‘Content is king’ is a popularly accepted phrase now. A company is primarily known and recognised by the content that is available on various platforms under its name as that is what a large chunk of prospective customers interact with. Thus, it is vital for the content to be top-notch as a brand’s image and potential business largely depend on the first impression it makes. Good quality content will captivate the reader’s attention and lure them in to glance at the products and services that you offer.

    The quality of the content is, in fact, so crucial when it comes to making a mark on the potential customer and interesting them in your brand that it can prove to be a make or break factor for your digital advertising campaign’s success. Digital marketers are expected to note this steadily growing trend of content importance and capitalise on it in the approaching year to gain customer trust and attention.

    Influencer Marketing

    The attention span of people is reducing by the day in this day of technology and fast entertainment. Nowadays, the prime priority of consumers is quickness and efficiency in all fields of life. Additionally, as the internet population grows more diverse and scattered, it becomes increasingly harder to capture their attention, even for a limited time. There is thus a need for digital advertising to be done in a manner that conveys all vital information in a crisp and engaging manner.

    Additionally, there is also a need for marketing agencies to pick carefully the manner and the platform on which a particular offering will be advertised based on the target customer group. Influencer marketing is one tool that is fast picking up in today’s time due to its several benefits such as existing customer trust in their favourite influencers, affinity to popular platforms, and proven effectiveness. This trend is expected to escalate in the year 2022 as well owing to these and more perks that it carries.

    Growing need and importance of virtual assistants

    Technology is at the core of all innovation and is thus an integral part of ‘the way forward.’ AI has been ruling all industries for the greater part of this decade and is only expected to continue the streak. Automation and Chatbots have now made their way into most of the B2C communication that goes on in today’s date, thereby making these processes quick, efficient, and economic. It is critical for digital marketing firms to infuse the use of automation and AI in their daily processes to enhance their efficiency and results.

    Summing Up

    The digital marketing industry has experienced enormous growth in the wake of the Covid pandemic. However, as the pandemic is coming under control and drawing to a possible end, the industry is bound to undergo some substantial changes. In this scenario, it is important for a firm functioning in this industry to assess the trends that are expected to dictate the approaching times. Some of the principal trends as such were discussed in the scope of this article.

    (Amol Roy is the founder of The Shutter Cast. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Nxtdigital clocks 15.48% revenue growth in H1

    Nxtdigital clocks 15.48% revenue growth in H1

    New Delhi: Integrated digital platforms company Nxtdigital, the media vertical of the Hinduja Group has reported a 15.48 per cent growth in its consolidated revenues for the half year ending 30 September. The revenue reached Rs 543.42 crore, up from Rs 470.58 crores for the corresponding period of the previous year.

    The company with a presence in digital cable, satellite (Hits), broadband and content syndication announced its results for the quarter and half year ending 30 September on Thursday.

    Nxtdigital continued to maintain a robust EBIDTA at Rs 102.89 crore for the half year, and ended the second quarter with a 17.38 per cent year-on-year revenue growth, closing at Rs 276.83 crore against Rs 235.76 crore in Q2 of the previous fiscal. It maintained a robust EBIDTA at Rs 51.63 crore.

    The company attributed its revenue growth to its strategy and aggressive growth plans, with a clear focus on positive cashflows across business verticals.

    The broadband business segment crossed 7.2 lakh subscribers. Nxtdigital also launched 40 future-ready Nxthubs across the country – each with digital capability of providing video, broadband and other emerging solutions including OTT and WiFi to distribute up to 650 digital TV channels received via satellite.

    Even whilst the pandemic continued to have a bearing on the media and entertainment industry, Nxtdigital’s business verticals continued to grow. Buoyed by the demand for internet connectivity across retail customers and enterprise businesses, the broadband business vide its subsidiary OneOTT Intertainment crossed 7.2 lakh subscribers, clocking a growth rate of 76 per cent in Q2 of the current fiscal over last year.

    “Our performance in the first half of this fiscal reflects the company’s focus on growth, gradually emerging out of the challenges of the pandemic that still have a bearing on the media and entertainment industry,” stated Nxtdigital CEO and MD Vynsley Fernandes. “Our strategy for the rest of this fiscal is premised on leveraging the strength of our solutions and our pan-India footprint of touch-points. With a network of Nxthubs offering a host of digital services – ranging from video and broadband, to OTT and WiFi; and layered by our growth in our broadband base and our infrastructure sharing platform – we believe we will not just see growth but also unlock value across our media businesses.”

    The company also informed that it continues to dispose off its non-core assets to reduce debt, and it has sold land held by it in Hyderabad for a total consideration of Rs 69.30 crore, originally acquired at an approximate cost of Rs 25 crore.

    The Rights Issue announced on 13 May by the company – of two equity shares for every five equity shares held in the company, at an issue price of Rs 300 per share is scheduled to open on 15 November and close on 29 November.

    For Q3 and Q4, Nxtdigital said it will continue on its aggressive growth strategy focusing on three key verticals, expanding its footprint through another 60 Nxthubs; continuing to grow its broadband base through a mix of combo products, organic and inorganic growth; and operationalising the infrastructure sharing model, which has now secured all necessary permissions to become India’s first digital content distribution PaaS platform.

  • The Quint records its highest ever revenue of Rs 9.5 cr for Q2

    The Quint records its highest ever revenue of Rs 9.5 cr for Q2

    Mumbai: Quint Digital Media published its results for the quarter and half-year ended 30 September.

    With the increased economic activity, the digital-first news operator said it has witnessed a faster and more wide-scale digital adoption across different sectors of the economy leading to a robust growth in revenue and profitability.

    The company witnessed a strong Q2 FY22 (21 September) performance with the revenues shooting up by over 50 per cent as compared with Q1 FY22 (21 June).  On a year-on-year basis, the revenues increased by over 80 per cent as compared with Q2 FY20 (20 September 2020).

    On a half-yearly basis, the revenues grew by over 90 per cent over the same period during FY 21 and the EBITDA witnessed a positive swing by more than 400 per cent

    The quarter also witnessed The Quint continue its earnings growth with an EBITDA level of Rs 4.50 cr – a complete upturn in performance as compared with Q2 FY21 (20 September) which saw an EBITDA level of Rs 1.03 cr.

    The company also disclosed that the digital properties had nearly 16.03 million subscribers/followers across various platforms at the end of Q2.