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Tag: Reprise network

  • Kohler India awards its digital media duties to Interactive Avenues

    Kohler India awards its digital media duties to Interactive Avenues

    Mumbai: Kohler India, a leading global lifestyle brand in the kitchen and bath space, has appointed Interactive Avenues—a Reprise Network company—as its digital agency following a multi-agency pitch. The account will be managed by the agency’s Gurugram office, with a strong emphasis on expanding digital footprints throughout India.

    Kohler has achieved luxury brand status among consumers by curating beautiful homes through its design and technology-led kitchen and bath products. With a strong presence in several cities around the world, the brand’s market presence appears to be expanding.

    With their digital expertise, Interactive Avenues is tasked with assisting the brand’s endeavour to inspire people to create artistic homes with their unique and aesthetic product offerings.

    Talking about the association, Kohler Kitchen & Bath India Parveen Gupta director – marketing said, “Kohler has already established itself as the most admired and recommended international brand when it comes to Bathroom products. We want to leverage Digital in the most constructive way and thereby make Kohler the brand of choice for consumers aspiring for luxury houses. Interactive Avenues’ robust understanding of the market and digital ecosystem made the mark for us.”

    Interactive Avenues sr. vice president (North & East) Abbhishek Chadha added, “Kohler is not just leading, it is leading with a vision. A vision to not just capture consumers but make them experience luxury via its aesthetic products and exceptional services for their homes.  Being a household name comes with its own set of expectations and we fully aim to meet those with our custom-made and client-first approach. Our understanding and experience as a full-service digital agency in crafting digital solutions along with our dedicated set of professionals will drive this partnership to great heights.”

  • Interactive Avenues onboards Pranali Sarkar as Associate VP- Media Planning

    Interactive Avenues onboards Pranali Sarkar as Associate VP- Media Planning

    Mumbai: Interactive Avenues – A Reprise Network Company, the full-service digital agency of Mediabrands India, has onboarded Pranali Sarkar as associate vice president, media planning. Sarkar will be tasked to scale up and add greater value to the current capabilities under the agency’s media planning function.

    Talking about the appointment, Interactive Avenues – A Reprise Network Company CEO Amardeep Singh said, “As more brands are committing to the digital transformation journey, we strive to fuel meaningful business outcomes with precise targets and that’s where Pranali comes in. Her experience and portfolio are a perfect fit for our integrated business and complement our data-driven philosophy. We are excited to have her onboard and wish her all the success.”

    With over 15 years in the industry, integrated media planning and strategy is core to Sarkar’s area of expertise, according to the agency. She has seasoned expertise in FMCG, and Telecom categories, and her diverse portfolio features some of the top advertisers in the country including Unilever, Mondelez, ITC, Godrej, and Reliance, to name a few.

    About her new role, Sarkar said, “Interactive Avenues’ reputation precedes itself. The company is in a highly competitive industry and leading from the front in all-round media capabilities. All this backed by a dynamic leadership team that I am thrilled to be a part of. I am looking forward to using this opportunity to further elevate and enhance the existing media function by crafting new-age solutions for client and agency business outcomes alike.”

    Sarkar was last working with Fulcrum, heading the Unilever Personal care category where she spearheaded multiple campaigns for iconic brands like Dove, Closeup to name a few. She has also worked with Madison where she helped set up and lead their integrated media planning teams.

  • Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    MUMBAI: Even though the digital advertising industry is showing impressive growth, touching a year-on-year rise of around 30 per cent, there is scope for it to boom when compared to the global market. “If we look at expenditure made on digital advertisements in India, the average is still 4 dollars per view, while in countries like the US and China it is quite higher. China’s ad spends per view are at $88 per view. Even sub-Sahara African regions, which have a different GDP than ours, are spending much more than us,” said Interactive Avenues (a Reprise network company), IPGMediabrands COO Shantanu Sirohi at Future of Video-India conference in Mumbai, recently.

    He was the part of a panel discussing if digital ad spends are shifting back to TV. Joining him on the dais were Dentsu Aegis Network CEO, greater south and chairman, CEO, India Ashish Bhasin, and Zee Media managing director Ashok Venkatramani.

    The panel unanimously declined any possibility of such a shift and maintained that digital is showing tremendous growth and will continue to do so for the foreseeable future. They also said that advertisement on television is also growing, though at a slower pace.

    However, the panel highlighted some of the constraints that might hamper this glorious growth rate of the digital advertising industry in the future. Venkatramani said that the industry has come to realise that one can’t build a brand using just the digital platform. He quoted, “Digital serves a purpose, which is of performance marketing. It creates impact and also high marketability as you know what your input is and what your output is. The spends on digital also give very quick results. But what one can’t do using digital is build the brand in a classical sense.”

    Further highlighting the constraints that can hamper digital’s growth, from an advertising perspective, Ashish Bhasin added, “From an advertising perspective, digital can land into trouble in two areas. One is this whole [issue related to] reliability, credibility and fake news, wherever one’s ad is appearing. That is starting to scare off the people a little bit. And the second thing is the lack of a measurement system. This should be the most measured medium but as an industry, we haven’t come to a consensus on a common currency like BARC or IRS.”

    Sirohi concluded by saying that when it comes to keeping a tab on data, the digital medium has been ‘always over-measured’. He said, “You always have third-party applications that you can run to measure the data. The entire concept of fraudulent e-links or bots comes in when agencies or the clients are not doing what they are supposed to do. They must plan around the media and pass only the end-goal metric to the third party. Otherwise, there always are people who will figure out the way to make a little more money from the advertiser. But on the whole, the internet is not the problem.”