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  • Brands gear up for the festive season 2021

    Brands gear up for the festive season 2021

    Mumbai: It’s September. And, there is palpable anticipation tinged with hope, as the country gears up for yet another festive season in the post-pandemic world. Onam has already kick-started the celebrations in Kerala with brands launching exciting offers. Unsurprisingly, a huge chunk of a brand’s annual marketing budget is spent during this time of the year. So, how’s the buzz this year around? Are the brands and businesses buoyant in their expectations on the festive season, or are they wary about going full throttle, amid a looming threat of the third wave?

    Online retailer Myntra said it has witnessed a rise in the pent-up demand over the last few months. “Overall, the whole e-commerce ecosystem in India lights up during this quarter. We are looking to ride the wave by using this opportunity to serve our customers while focusing on every possible festive shopping occasion starting with Durga Puja and moving on to Navratri and Diwali,” said a Myntra spokesperson. “We expect this festive season to be bigger than last year.”

    According to the fashion e-tailer, the demand peaks during the 30 days leading up to Diwali, and it expects the same to happen this year. In fact, the demand in the two months leading to the festive season is expected to be much more than last time, especially across metros and Tier 2/ Tier 3. The adoption of digital channels for shopping also continues to accelerate.

    According to Modi Naturals, chief marketing officer, Shardul Bist, there is a huge pent-up demand, which will make sure, the upcoming festive season is better than that of 2020. It is also planning a 360-degree media campaign this year. “This is the time when people across the country are looking forward to indulging with their loved ones at home. So definitely, this festive season MNL is going all out to woo consumers,” said Bist, highlighting that the FMCG firm is also entering the ready-to-eat segment this time, with a new sub-brand – Oleev Kitchen, and launching new categories – Pasta and Peanut Butter- to bolster its food division.

    The brands are hopeful of a better festive season in terms of business and sales. The sales for certain categories have already begun to rise, and brands hope, it sustains itself during the next few months. For instance, the two-wheeler tyres demand remains strong with substantial growth in Tier 2 and Tier 3 cities amid increasing preference for private mobility amongst customers.

    “Our expectations are to create impactful visibility at the retail level by focusing on offtakes. We are happy that sales bounce back is happening, and are witnessing balanced volume growth prior to the festive period,” said TVS Srichakra, head-brand marketing Kavitha Ganesan, who expects consumer sentiments to improve with the resumption of IPL and T20 World Cup. “Barring 2020, our category has always seen consistent investments for brand building and advertising. Comparing ad spends with last year may not be prudent as last year was muted for the category with respect to media spends. Considering the buoyancy in the category, we do feel the ad-ex would grow this year.”

    The brands are all set to celebrate the buoyant outlook of this festive season with curated trade and consumer promotions. This is the ‘Lock and the unlock phase’, highlighted Madison Media Ultra COO Jolene Fernandes Solanki. “Brands had started gearing up for the unlock stage much before to reap the benefits of the unlock period. We will observe a surge in spends by the time the festive season approaches since maximum sales for many categories take place during the festive period. The budgets which were not utilised during the lockdown may be also utilised during this period,” said Solanki.

    However, there is are also apprehensions of a fresh wave of Covid cases, and brands and advertisers remain mindful of it. 

    There is an omnious sense of déjà vu when discussing the ‘pent-up demand’ a year later too, for it was this time last year that there was the beginning of lockdown relaxation in many parts of the country shared Wunderman Thompson, South Asia, chairman, and group CEO Tarun Rai. Brands were then focussed on servicing the pent-up demand of all the previous six months, and because of the ‘second wave’, marketers find themselves in a similar situation to last year.

    Nevertheless, Rai does not rule out a promising season for most product categories, with the general mood on the Covid front getting better every day. He also noted that unlike last year, brands are better prepared and the supply-side issues are largely addressed. “So yes, this year the season is again going to be one of huge importance to marketers. This is the time that brands should not hold back,” added Rai.

    Online marketing agency CupShup co-founder Sidharth Singh also drew attention to the supply bottlenecks due to which brands might not be able to fulfil the customer’s demand. “Trade wars, global turmoil impacts the supply much more than we imagine and impact both the availability as well as pricing of the product. Brands are watching it unfold closely and aligning their spending and strategy accordingly,” he said.

    Nonetheless, brands are looking forward to better investments to accelerate growth. According to iProspect senior VP Kaushik Chakraborty, key sectors such as Automobiles, E-Commerce, FMCG, and BFSI are set to increase spends during the season to make up for the impact of the second wave.

    Historically, the festive months of September-December contribute more than 40 per cent of overall ad ex. This year the contribution will increase further with the eight weeks of intense cricket from the upcoming IPL second phase and T20 WC. Also, with leading GEC channels launching big-ticket shows like KBC, India’s Best Dancer, Big Boss, advertisers will definitely utilise this opportunity and expects significant growth in ad ex in comparison to 2020, he added.

    According to a recent report by Dentsu International, adspend is expected to grow by 10.8 per cent in 2021 to reach $9 billion. India’s television, print, and digital advertising revenues are showing signs of revival after declining by almost 20 per cent in 2020. This data, coming on the back of the setback suffered by the industry during the April-June quarter this year, is significant.

    “India is estimated to grow more than 20 per cent in 2021 compared to 2020. Growth in advertising would be led by Digital followed by TV, Print, OOH & Radio. With increased demand, we will also see some rate hikes by the broadcasters to make up for the lack of ad rate growth in the last 18-24 months,” said Havas Media India, managing partner – South, Saurabh Jain adding that the vaccination drive has also uplifted consumer confidence. “This spike in positive sentiments will result in ‘revenge shopping’ this festive season as more people step out for shopping or consumption.”

    In terms of festive ad spend and marketing strategy this time around, Jain said, “Since COVID-19, the campaign duration and planning cycles have become shorter and the shift to digital has accelerated, impacting the overall marketing strategies.”

    Industry executives are, however, not without caution when it comes to the upcoming festive period. “There are a lot of brands with their ears to the ground and they are working with much more alertness and dexterity in their plans. The fear and anxiety associated with Covid third wave are noticeable. So there would always be a plan B and plan C. Brands will stock up on a limited quantity,” said Tiger Advertising partner Pantul Kothari. “Having said that- most businesses believe that it is an opportunity that can’t be missed. And we expect aggressive marketers leading to a huge media noise.”

    Industry executives agree businesses have achieved a new normal or baseline of business after the effect of the pandemic. The aim will be to move forward from that point. Going back to pre-Covid trends and spends is no longer part of the industry’s playbook. Brands are trying to cover up for what is lost by upping their game and leveraging the festive season to connect with their audiences.

  • Myntra unveils latest brand campaign featuring Samantha Akkineni

    Myntra unveils latest brand campaign featuring Samantha Akkineni

    Mumbai: Myntra has unveiled its latest ad films featuring its brand ambassador, Samantha Akkineni, as part of a star-studded brand campaign that was launched earlier this month. With the rollout of the new ad films, Myntra is all set to strengthen its strong connect with its consumers, influence, and accelerate the business.

    Conceptualised by Brave New World, the brand campaign has been developed to reach the ever-growing community of fashion lovers from all walks of life and make fashion expertise accessible with the help of India’s most loved and popular trendsetters. The actor will appear in two ad films promoting women’s western wear and ethnic wear, largely across electronic and digital platforms in the South. 

    In the ad films that credit Tara D’Souzaas the creative director, viewers get to witness Samantha, as she walks them through the brand’s value propositions, with varying backgrounds and stunning looks. In addition to this, the film also highlights Myntra’s after-sales services such as exchange, returns, and refund.  

    “Samantha has impressed millions across the country with her talent and is the talk of the town for her acting prowess and fashion choices. Her fashion sense is something her wide fan base, particularly in the South, aspires for, and her influence over the fashion choices of the youth is unparalleled,” said Myntra, CMO, Harish Narayanan. “Being a household name in the region, Samantha will be key in bringing audiences from these regions onboard our platform. We are glad to have a star of her caliber as the face of Myntra to reinforce Myntra’s image and perception as India’s Fashion Expert.”

    “I have been associated with Myntra for almost a year now and the experience has been nothing short of fulfilling,” said Samantha Akkineni. “Fashion to me is an everyday affair, so it is for a growing number of people who are looking forward to experimenting with new looks and styles more often than ever. Myntra’s know-how of the fashion needs of people and its ability to keep up with the latest trends sets it apart, making it a necessity for the fashion conscious.”

    Myntra is implementing a 360-degree approach, leveraging TV, digital and social platforms to deliver campaign ad films across the nation. 

  • Brands pin hopes on Onam sales to tide over COVID gloom

    Brands pin hopes on Onam sales to tide over COVID gloom

    Mumbai: Kerala’s biggest festival of the year- Onam is finally here, flagging off the start of the festive season for the rest of the country. After some lacklustre years marred by natural calamities and floods, and followed by the pandemic in 2020, there is a lot of hope riding on the ten-day harvest festival this year. For businesses and brands across the state, Onam is poised to mark the revival of the shopping season.

    “Not just last year, but the last three years have also been a washout,” says Malayala Manorama VP – marketing & advertising sales, Varghese Chandy. “The Kerala floods impacted sentiments for 2018-19 and COVID-19 impacted sentiments for 2020. Even 2021 has been impacted by the pandemic but I must say that it’s turning positive. The reason being, there is a lot of pent-up demand and COVID-19 restrictions have been eased.”

    Kerala government has eased the lockdown protocols for the duration of the festival, providing a much-needed shot in the arm to retailers and businesses in the state. Effective till 23 August, all markets and shops across the state can remain open six days a week from 7 a.m to 9 p.m.

    “I am seeing that shops are full of customers and people are going out to buy things they could not buy for a long time. Onam is the season for shopping and it is the first large festival to kick off the festive season. This will incentivise consumers to buy what they want,” says Chandy. “The white goods, brown goods, and e-commerce categories are active. Since the CBSE, ICSE and Kerala State Board results have been announced, the education category is also very active.”

    On the movies front, Malayalam films have taken a backseat because theatres are still not open. However, lots of movies are moving to OTT platforms and finding a new audience.

    According to Mathrubhumi Group head- media solutions (TRD), Naveen Sreenivasan, there was a lot of uncertainty in July, but advertising picked up as markets opened up for the festive season, and it now looks poised for a “safe but healthy Onam”. “We are experiencing a build-up of advertising, and advertising from local brands and retailers are also picking up. Industries such as FMCG, consumer durables, retail, e-commerce, and automobiles are bouncing back which is a positive sentiment for the season,” he concurs.

    On the presence of digital brands on TV sustaining through Onam, Sreenivasan says that the brands and advertisers are well aware of the significance the festival holds as a marker of the beginning of the festive season in the country. Hence, they will make sure to capitalise on this opportunity to reach out to their TG at every level. “Companies prefer this time of the year for launches and sales drives to attract consumers at large; and TV news, with high reach especially in Kerala, is always impactful. Digital brands have certainly increased their advertising share for this season as well,” he adds.

    The opening up of retail will give businesses a chance at recovery after the bludgeoning dealt by the pandemic, also serving as an impetus for consumers to make purchases ahead of festivities. This uptick in consumer sentiment is also reflected in the numbers put out by the Retailers Association of India (RAI) in its latest Retail Business Survey. The survey indicated that retail businesses in South India have shown a sharp comeback in July 2021 with sales at 82 per cent of the pre-pandemic levels (July 2019), as against 50 per cent sales in June 2021. It further expects a significant recovery in sales in the upcoming festival season, provided restrictions on modern retail are relaxed across the country.

    Brands too have taken note of the cautiously celebratory mood in the state this year and have gone all out, launching new campaigns and festive deals across the board.

    Fashion e-tailer Myntra announced the launch of its first mega-brand campaign in Kerala, featuring its new brand ambassador, South superstar Dulquer Salmaan, ahead of Onam. The brand hopes that Dulquer’s presence in the campaign will strengthen Myntra’s men’s wear category and help in building brand salience with consumers across the state and beyond. It is implementing a 360-degree approach, leveraging TV, digital and social platforms to deliver the campaign ad film in Kerala.

    Short video app, Moj too has launched an Onam celebration campaign with prominent Malayalam actor and celebrity Anu Sithara called #MojOnaghosham to turn the spotlight on celebrating Onam virtually. The ten-day-long campaign is being hosted by the actor and will see participation from popular Moj creators who will be seen celebrating the festival in all its regional fervour. Since a community celebration is not feasible amidst the COVID-19 restrictions, #MojOnaghosham has been designed to reciprocate the madness around the physical celebration of the festival in Kerala, by taking cues from the community-driven celebrations.

    Moj senior director – content strategy, Shashank Shekhar said, “The #MojOnaghosham campaign has received great engagement so far and we are sure it will add more joy to the grand celebrations that our creators are planning. The campaign was designed on the premise of the traditional Onam celebrations with people participating in competitions organised by the local communities. Our attempt is to replicate the experience virtually and the challenges are modelled on cultural nuances that connect our community to the essence of the festival.”

    With the uptick in the consumer sentiment in the state, gold and diamond retail chain headquartered in Kerala’s Kozhikode, Malabar Gold & Diamonds, also kicked off the latest edition of its ‘Brides of India’ campaign featuring its celebrity brand ambassadors, Anil Kapoor and Kareena Kapoor last week. The campaign will be played on TV and OTT platforms with plans to occupy print media space too later.

    Ahead of Kerala’s biggest festival, Snapdeal announced its brand campaign ‘Brand Waali Quality, Bazaar Waali Deal’ in the southern markets, including Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, and Kerala, which are a significant customer base for the e-tailer. The campaign that targets savvy, value-conscious buyers of fashion, accessories, homeware, and more, will be LIVE across all social media platforms like YouTube, Facebook, Instagram, Twitter, and OTT entertainment networks like Hotstar and MX Player.

    Taking a unique approach in the Malayalam speaking market, Snapdeal will run the campaign with Youtube Creator Promotions and Facebook Branded Content Ads only and has partnered with 30+ creators/influencers like Kalidas Jayaram, Ahaana Krishna, and Shamees Kitchen to create 100+ content pieces that will reach out to relevant audiences in Kerala & other southern states during this festive times.

    Adding flavor to the Onam celebrations, DTH brand DishTV has also announced a slew of attractive offers to delight its new and existing customers as it joins the Onam celebrations in Kerala. Regional TV channels, not wanting to miss out on the Onam frenzy, have announced world television premieres of the latest Malayalam films.

    Home appliances brand, Haier India also announced exciting offers on its products across categories this Onam season.

    In times that have been challenging in many ways for the world at large, the festive season holds a promise of hope for both brands as well as consumers.

  • Myntra unveils latest campaign featuring Hrithik Roshan & Kiara Advani

    Myntra unveils latest campaign featuring Hrithik Roshan & Kiara Advani

    Mumbai: Myntra has launched a star-studded brand campaign with the roll-out of ad films starring Bollywood superstars Hrithik Roshan and Kiara Advani. The duo, in their individual ad films, will drive home Myntra’s fashion narrative, with millions of their fans from all over the country. The brand is implementing a 360-degree approach, leveraging TV, digital and social media platforms to deliver the campaign across the nation.

    With this association, Myntra is all set to strengthen its strong connect with its consumers, influence and accelerate the business, further strengthening its leadership in the market, said the brand in a statement.

    In the 35-second ad films, conceptualised by Brave New World, the actors are projected as a personification of the Myntra brand, as they take them through the brand’s value proposition one by one, with varying backgrounds and stunning looks. 

    The campaign delivers a message of Myntra as ‘India’s fashion expert’,  leaving consumers with a direct, clear and memorable takeaway: ‘If it’s fashion, it’s Myntra’. Additionally, the messaging surrounds Myntra’s unique differentiating features like Myntra Studio, a shoppable fashion feed where customers can get inspired and shop the looks of India’s top influencers and photo search, a feature that enables users to shop any item they see with just a click, the brand further said.

    “Our new brand campaign and the ad films with Hrithik and Kiara have been conceived to reinforce Myntra’s image and perception as India’s fashion expert, among millions of people, who are ardent fans of the two Bollywood superstars and top fashion icons in our country,” said Myntra CMO Harish Narayanan. “We aim to cut across demographics and build a deeper relationship with our customers across the country through this campaign and look forward to its grand success.”  

    “My association with Myntra goes back many years to the time HRX was launched on Myntra in 2013. Over the years, I have come to learn and witness firsthand, the ethos and workings of Myntra,” said Hrithik Roshan. “It not only understands the needs, demands and desires of a diverse audience base from across the country, but also identifies and caters to requirements at the doorstep, that is as convenient as fashion can get.”

    Kiara Advani added, “Being a fashion enthusiast myself, it has been an enjoyable experience and association in conveying the latest styles and trends in fashion to the discerning audience. The encouraging response and abundant love from the viewers have added to the drive to offer fashionable solutions to the audience. With our new campaign that delivers a subtle yet powerful message, I’m looking forward to relying on Myntra for all our fashion needs.”

  • Flipkart, Myntra partner with Marie Claire for cosmetics, hair appliances launch

    Flipkart, Myntra partner with Marie Claire for cosmetics, hair appliances launch

    Mumbai Homegrown e-commerce marketplace Flipkart along with the group’s fashion, beauty & lifestyle major Myntra on Thursday announced a partnership with Marie Claire, a global lifestyle and fashion brand, to bring the latter’s range of cosmetics and hair-styling appliances to India. 

    With this launch, Marie Claire, known for salons, magazines, ready-to-wear, and accessories segments running successfully in India, marks its entry into the beauty & hair care appliances category, said the press statement.

    Taking note of these strong consumer insights and thorough in-depth research, Flipkart and Myntra, in partnership with Marie Claire have come up with a new range of products that are inspired by French taste and expertise and infused with local influences to meet the needs of India’s next-gen consumer. The aim is to address specific concerns of Indian consumers and give them a ‘makeup meets skincare’ experience, it added.

    “We continue to explore partnerships that allow us to bring new brands and products to the Indian market in line with the needs and expectations of our consumers,” said Flipkart senior director- private label Priya Fotedar. “Despite significant changes in our lifestyles over the past year, beauty and hairstyling continue to remain important as ever in the daily lives of consumers. Our partnership with Marie Claire enables us to provide consumers with products that are affordable yet premium.”

    “India, for its sheer size, presents a huge and very attractive opportunity for Marie Claire in the beauty sector. We are excited for the opportunity to enter the personal care market – a segment that clearly has a lot of potential for DIY solutions,” said Marie Claire brand architecture partner Roberto Bre. “Partnering with Flipkart and Myntra will give us great reach and visibility among consumers, across the length and breadth of India. Flipkart’s and Myntra’s deep understanding of consumer behaviors and demographics will give us a strategic advantage as we expand our brand presence in the country.”

    “Beauty and personal care category is a strong focus area for Myntra. We are continuously expanding our portfolio, with many world-class brands already added so far in 2021, and Marie Claire is another fine addition to it,” said Myntra Fashion Brands senior director Nishant Prasad. “We are also looking to leverage our deep understanding of consumer and category trends to bring to market the most relevant and innovative products in the beauty and lifestyle space catering to evolving consumer preferences.”

  • Myntra’s latest campaign features leading fashion icons

    Myntra’s latest campaign features leading fashion icons

    Mumbai: Fashion e-commerce platform Myntra has launched its latest brand campaign featuring leading fashion icons and the company’s new brand ambassadors Hrithik Roshan, Vijay Deverakonda, and Dulquer Salmaan. Existing celebrity ambassadors Kiara Advani and Samantha Akkineni are also part of the campaign.

    “With the combined star power of the most sought-after celebrities from different regions, who are loved and admired for their acting prowess and fashion quotient, Myntra is set to unleash its biggest-ever line-up of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities,” read Myntra’s official statement.  

    Speaking on the appointment of the new brand ambassadors and the launch of the brand campaign, Myntra CMO, Harish Narayanan, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons who are also acclaimed fashion connoisseurs will be a part of Myntra’s biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.”

  • Content Hub 2021: Growing relevance of language personalisation in OTT advertising

    Content Hub 2021: Growing relevance of language personalisation in OTT advertising

    Mumbai: The last one and a half years have escalated the pervasiveness of the OTTs and streaming platforms in our lives like never before. Not wanting to lose out on their share of the OTT marketing pie, brands have begun exploring promotions and advertisements on these channels.

    With regional content being a major chunk of the consumer viewership on the OTT platforms, there is a growing conversation around advertising too being tuned towards regional to resonate more with their audiences. Representatives from some leading brands came together to discuss the growing relevance of this regional targeting in OTT advertising at the fifth edition of the Content Hub 2021- ‘TV, Film, Digital Video, and Beyond’ which was organised virtually by IndianTelevision.com from 28-30 July.

    The panel consisted of representatives from Lenskart, Myntra, DABUR, ESSENCE and Zee Entertainment Enterprises Ltd (ZEEL). The discussion was moderated by IndianTelevision’s founder, CEO & editor-in-chief Anil Wanvari, who began the session by seeking the panellists’ views on how brands are looking at the OTT ecosystem as a communication tool with their customers.

    “The platform (OTT) represents the best of both worlds,” remarked ESSENCE India, managing director, Sonali Malaviya, “It provides the ‘comfort & love of Television’ and the possibility of ‘an ad-free background’, which is what consumers have been wanting to have, since time immemorial. As an advertiser, it gives you the flexibility, the dynamism and the targeting dexterity which we have always wished for in TV. So definitely OTT platforms are here to stay.”

    As the OTT boom revolutionised the media industry, it also opened new avenues for advertisers who had otherwise been reviewing their ad spends on certain genres. One such example has been Lenkskart, which moved out of advertising on English genre, along with the premium audience which gradually moved to OTT.

    However, the lack of data measurability remains a concern, pointed out Lenskart, brand media head, Anupam Tripathi. “The only worrying factor is that little black-box of information about viewership, targets in terms of absolute numbers that doesn’t pass on via the OTT to the marketers. Especially during the streaming of live sports,” said Tripathi.

    While the OTTs have evolved in terms of content and consumer reach, the lack of adequate data measurement and the ability to compare that data with other platforms has proved to be an obstacle for advertisers looking to invest in OTT, according to the panellists. But they also contended that, since these are early days for digital platforms, it may take some time before the new technologies and data measurement systems are devised and made available for advertisers and brands.

    One of the many things that may be challenging for OTT is the high level of expectations that advertisers may have from it. Nevertheless, there’s one area that sets the OTTs apart as a marketing medium, is the regional reach, and the ability to target specific audiences through vernacular content.

    “From an OTT stand point, that’s where the next level of growth is going to come from,” highlighted Malaviya. “And, this is also what makes ‘measurability’ all the more critical- for brands to be able to figure out the scope of the language content, and for marketers to know where they are putting their money is the most optimal use of it.”

    Regional content is drawing advertisers’ interest across all segments. A major portion of the ad-spends of FMCG brands is also shifting towards regional, highlighted Dabur, head of media, Rajiv Dubey. The brand has also been creating regional marketing teams, producing local content & ads, getting local influencers, getting closer to the ground by creating custom made campaigns for that market.

    “This goes hand in hand with regional content on OTTs,” he added. “But, OTTs have to give people options to watch original content in their language. Then it becomes a level playing field. Right now the content is only skewed towards English & Hindi content. So there’s a huge place to grow over there. Though, reaching people behind the paywall will be a challenge.”

    Myntra vice president & head of marketing, Achint Setia concurred. “The next big growth for OTT will come from regional content and advertisers would want to be part of this journey. However, the expectations from OTTs are higher. Almost one-third of our money is deployed in sharp regional campaigns today, so I think it’s just going to get bigger as we see success in this. It’s bound to happen- if anybody has to scale in this country you just cannot not go regional,” said Setia. “It’s an industry which we all have to support because in the future, it will provide solutions which do not exist today.”

    While it took television several decades to understand the power of regional, digital platforms are plunging into vernacular content within a few years of their debut. “Regional is a dominant force in OTT content because of the sheer numbers of people consuming it. It’s just that the expectations from OTTs are also higher, in terms of addressability. The responsibility is higher,” said Zee Entertainment Enterprises Ltd (ZEEL), Revenue, COO, Rajiv Bakshi.

    The OTT platform launched three years ago has already expanded into 11 languages, including Hindi, Bhojpuri, Tamil and Telugu. It has been leading the way in regional content with the release of several original series in local languages, including Nanna Koochi (Telugu), Utsaha Ithihasam (Malayalam), Date with Saie (Marathi) and What’s up Velakkari (Tamil).

    “I don’t think any medium can invest or prepare for the future, as best as OTT,” added Bakshi, giving a sneak peek into the platform’s latest solution for brands and advertisers, which he said will differentiate why OTT is an important medium for tomorrow’s media planning. “So, when you are watching any piece of content, you can pause and see the jhumkas (or any other item), and when you press on it, you can see the price, colors, details etc and if interested, you can go to the platform and buy it. This is the new solution we are offering to our advertisers. So, at any point viewers can pause and visit the platform to purchase an item. We have the solution, now rest depends on our partnership with the client as to how to develop it so as to ensure it doesn’t affect the overall consumer experience. These are the kind of solutions we are investing in.”

    Summing up the discussion, Wanvari also drew attention towards the lower cost of advertising on digital and OTT, compared to TV. “Digital and OTT channels are offering reach at a fraction of the cost that print and TV offer, and that makes a case for allowing this new medium to develop and grow similarly too with adequate support. At the end of the day, for anyone using regional languages to target specific audiences, first movers would always stand to benefit from the platform as the medium grows because one builds a relationship early on,” he added.

    The three-day summit organised from 28-30 July, 2021 concluded on Friday. It was co-presented by IN10 Media Network and ZEE5, and co-powered by Applause Entertainment and Tipping Point, the digital content unit of Viacom18 Studios. PTC Network was the supporting partner.

    Centred on the theme – ‘The New Dynamic’, the three-day event witnessed insightful sessions with industry stakeholders deliberating on how the new forces are transforming the way content is created and stories are told. It also delved into the impact of these changes on the business models for the world of films, TV and OTT.

    For more details, visit: https://www.thecontenthub.in/

  • Brands pay homage to the ‘silent heroes’ on International Nurses Day

    Brands pay homage to the ‘silent heroes’ on International Nurses Day

    MUMBAI: Celebrated world over as the birthday of Florence Nightingale, 12 May or ‘International Nurses Day’ recognises the work of nurses around the globe. Since the beginning of the pandemic, compromising their own safety, nurses have become the primary caregiver and family to countless Covid patients isolated away from their homes and loved ones.

    Lauding their tireless effort and to shine a spotlight on their contributions, brands paid homage to these selfless healthcare professionals working on the frontlines of the battle against Covid-19.

    L’Oréal Paris shared its heartfelt gratitude for the covid warrior nurses through a digital film featuring their brand ambassadors Aditi Rao Hydari, Sobhita Dhulipala, Shakti Mohan and Mithali Raj. The film carries a strong message and is a humble tribute to these heroes for their phenomenal strength, grit, and selfless contribution.

    Global b2b platform Bulk MRO that services corporations, governments and healthcare networks across Europe, North America, India, Middle East, and Africa saluted the nurses’ spirit of service through a post on LinkedIn.

    It said: “It’s International Nurses Day today, and we’re honouring the men and women at the front lines who are going above and beyond while facing what most of us can’t even imagine.

    Today’s registered nurses are everyday heroes. They are putting their health and safety on the line to help us in the fight against Covid-19, and we owe it to them to do our part to keep our families and communities safe.

    #NursesAreHeroes #InternationalNursesDay #NursingWeek2021 #ThankYouNurses”

    Advertising agency Schbang created an appreciation post for the occasion tagging the brands, with the words: “In appreciation for all the nurses who work 24/7 to help us fight the virus!”

    #CreatingASchbang #InternationalNursesDay #Myntra #Aqualens #COVID19“

    https://www.linkedin.com/posts/letschbang_creatingaschbang-internationalnursesday-myntra-activity-6798192467184291840-JbAx/

    Ahmedabad-based Software company, Safal Infosoft also shared a tribute on its LinkedIn account:

    “Your knowledge, courage & kindness are a key asset to keep the population safe & healthy #InternationalNursesDay #DataNote “

    IPL franchise Punjab Kings also took to their Twitter handle with a tribute to the hands that care: “To the silent heroes who work tirelessly and serve fearlessly. We are indebted to you “

    #InternationalNursesDay #SaddaPunjab

     

     

    Kansai Nerolac Paints shared an International Nurses Day post on their social media channels with the words: “It’s the nurses who worked night and day in our service, and they continue to stand strong and care for all of us. Let us show them our gratitude for their service and contribution. Happy International Nurses Day! #Nerolac #InternationalNursesDay #ColoursThatCare

     

     

    Online media page Social Samosa posted a throwback to Lifebuoy’s tribute to nurses to commemorate the day:
    “Throwback to Lifebouy’s soap art tribute for #Nurses on the occasion of #InternationalNursesDay “

    Lifebuoy wanted to celebrate the invaluable service rendered by medical workers, especially nurses. To commemorate International Nurses Day 2020, hand-carving the image of a nurse into a regular bar of Lifebuoy soap, Lowe Lintas had used the image across social media channels, to keep the cause and the brand connected, while shining a light on the amazing work done by those who are keeping us safe.

  • E-commerce may become a major growth driver for FMCG in 2021

    E-commerce may become a major growth driver for FMCG in 2021

    NEW DELHI: If there is one business which has distinctly gained during the unprecedented Covid2019 pandemic, it is e-commerce. And this gain has occurred across product categories and sectors. Building on this advantage, there would be only more traction for e-commerce in the coming year. What will particularly be more noticeable is the entry of a whole lot of new players, both big and small, democratising the e-retail marketplace. However, this expanded and democratised e-commerce marketplace would co-exist with the physical brick-and-mortar retail spaces. These kirana stores significantly enough would forge partnerships with online delivery services while also digitally upgrading themselves with the help of the latter. Therefore, apart from the regular retail formats, there would be more tie-ups with different brands on e-comm platforms.

    The extraordinary growth of e-commerce

    In a report, the Indian e-commerce industry has been projected to grow by 40 per cent in 2020 as compared to 23 per cent in 2019. In fact, it has even been reported elsewhere how during the Covid2019 months, a decade of growth has been registered within just a few months this year. And in terms of cross border growth, the country’s e-commerce sector has been ranked ninth globally. Around the festival season in the second half of the year, major players such as Amazon, Flipkart, Myntra, and Snapdeal made sales worth $3.1 billion in the first four to five days of the festive season sale. And this growth has not remained confined to metros and big cities. An online player reported that 70 per cent of its orders were received from tier-2 and tier-3 towns during Diwali. Once we have seen the last of Covid2019 which is expected in 2021, these figures would grow to become even more impressive. In fact, the e-commerce penetration in the country is expected to cross 10 per cent in the coming five years from the current four to five percent.

    Emerging new players are intensifying competition

    While Covid2019 did pose a stupendous challenge to many small players in the early phases, several of those same affected players soon enough turned this adversity into an opportunity by upgrading themselves digitally and even recasting their product portfolios. While staying at home, a new generation of entrepreneurs called ‘homepreneurs’ has emerged, offering competition to existing players. This will only get bigger and a more competitive retail marketplace including both online and offline will emerge in the coming year.

    Kirana stores taking the digital leap

    At the same time, demonstrating massive momentum on the b2b front, several new players as well as existing players reinvented their business processes by forging links with other players and bigger and stable e-commerce businesses. Many new e-commerce start-ups have come up helping kirana stores or mom-and-pop stores digitize and expand their operational footprints. A cash and carry store had offered digitisation services to kirana stores promising complete digitisation in a span of 24 hours. So a vigorous drive for development of e-commerce platforms for local retailers and grocery stores underpinned by digital payment mechanisms has been underway. This trend is expected to continue in the present year democratising the marketplace further.

    Contactless delivery of ready-to-eat and packaged food to acquire permanence

    During Covid months, the trend towards partnerships between online delivery behemoths and FMCG companies including food brands has been a notable phenomenon. Also, the tie-ups between local food businesses and local e-commerce startups for final delivery of products have been equally noteworthy. In light of Covid-dictated explosion of cloud kitchens and food delivery apps, the near-institutionalization of highly-sanitised kitchen environment, double-layer packaging of food products, deployment of all-round safety gear equipped-delivery personnel, and contact-less delivery services would acquire a more permanent feature. The ripple effect of this new delivery culture would be seen even for the delivery of packaged food for final consumers.

    Trends in shopping spend across categories

    According to market research, in terms of average spend by online shoppers, electronics and accessories (39 per cent) had emerged as the largest product category followed by mobile and accessories (12 per cent); fashion, including apparel, footwear, and accessories (10 per cent); and appliances such as TV, washing machines, refrigerators (nine per cent) in the aftermath of Covid2019 outbreak. However, a management consultancy white paper has revealed that food, grocery, consumer electronics and apparel will be the top e-commerce product categories contributing to sales in the coming five years. Then based on a report by Goldman Sachs, online grocery and fashion/apparels are set to be the biggest drivers of incremental growth in e-commerce in the country.

    M&As and investments to impact domestic e-commerce space

    The last few months have seen considerable investment by foreign social media behemoths such as Facebook into domestic giants such as Reliance Industries which could allow the latter to play a bigger role in the e-commerce market. Then Reliance retail buying out Future Group has been another significant development.  

    Therefore, while 2020 was a year of crisis-driven instant improvisations and restructuring in a broadly subdued business environment, the coming year would see more stability and consolidation of the e-market space. Essentially, 2021 will see businesses adopting more of an omni-channel approach.

    (The author is director, Bikano. The views expressed here are his own and indiantelevision.com may not subscribe to them.)

  • Myntra becomes fashion partner of Royal Challengers Bangalore

    Myntra becomes fashion partner of Royal Challengers Bangalore

    NEW DELHI: With the curtain-raiser of Indian Premier League (IPL) 2021 mere days away, brands are rushing to seal the deal with the teams in the fray. The latest to join the IPL ‘brandwagon’ is e-commerce major Myntra which has become the official fashion partner for Royal Challengers Bangalore (RCB).

    As part of this association, the online retailer will create content stories with RCB through the lens of fashion, while also extending the association onto the Myntra app with various offerings.

    Myntra and RCB will also create about 150 engaging videos for the die-hard fans of the game under four broad themes, which will be released on RCB's social channels. This content collaboration will allow the fashion etailer to give RCB fans a peek into the lives of their favourite cricketing icons, such as their style choices and various other preferences.

    Additionally, Myntra will collaborate with RCB on five bespoke quirky fashion content pieces for their digital properties. The videos will be available across two of the key RCB’s digital properties, RCB Insider and RCB Bold Diaries, featuring ‘Mr Nags’ and various other marquee players of the team.

    Myntra chief marketing officer Harish Narayanan said, "Our collaboration with RCB will touch millions of fans, a number that's considered one of the highest among T20 teams, across the team's social media platforms. This is a unique association as it allows us to integrate our brand presence and engage with the audience at various levels across all leading communication channels of the franchise. "

    Royal Challengers Bangalore vice president and head Rajesh V Menon said, “In addition to our official partnership, we are glad to also have Myntra as our lead sponsor on our marquee digital content properties – RCB Insider, 12th Man TV, Bold Diaries and Game Day. This truly enhances the opportunities for bespoke brand integration, reach and engagement of the partnership."