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Tag: RK Swamy BBDO

  • Godrej Jersey unveils a new digital campaign under its brand name ‘Recharge’

    Godrej Jersey unveils a new digital campaign under its brand name ‘Recharge’

    Mumbai: To mark World Milk Day 2022 on 1 June, Godrej Agrovet’s dairy brand Godrej Jersey has unveiled a new digital video (DVC) to launch an apple flavoured energizing drink under its brand ‘Recharge’. The new ad film highlights its USP of being a hydrating drink that serves ‘Bijlee jaisi energy’.

    The DVC has been conceptualized by leading advertising agency R K Swamy BBDO in Hindi, Telugu, Tamil, and Kannada. It powerfully demonstrates the uniqueness of the product by equating ‘Recharge’ with ‘Bijlee’, which boosts and replenishes lost energy on a hot summer day.

    Recharge is a rejuvenating drink infused with whey proteins that recharge consumers by replenishing the lost energy. It will now be available in four distinct flavours- apple, mango, orange and lemon across Telangana, Andhra Pradesh, Karnataka, Tamil Nadu, Kerala, Delhi, Punjab, Mumbai, and Nagpur at INR 10 per 180 ml pack.

    Commenting on the launch, Godrej Jersey CEO Bhupendra Suri said, “Protein inclusion is extremely critical in today’s fast-paced lifestyle. Consuming an energizing drink at an economical price-point of INR 10 is an expedient and convenient way for a majority of our population to include healthy proteins in their hydration needs. We are confident that this is a category-defining product. With this launch, we aim to double our category revenue by FY24.”

    R K Swamy BBDO strategy head Valluri Seshagiri Rao said, “We needed to showcase Godrej Jersey Recharge’s benefit of providing an “energy boost” uniquely and powerfully. An electrifying drink gives you an instant rush — ‘Bijlee jaisi energy!’ Therefore, we equated Recharge with ‘Bijlee’. Visually too, we wanted some transformation in a unique way that could become a property associated with just Recharge for future campaigns. Hence, the bolts in the eyes and hair-spiking of the characters. We’re sure the advertisement will cut ice with consumers, and more people will queue up for a taste of the Bijlee (Recharge).”

  • Magicbricks shifts gears ahead of festive season with campaign ‘Pata Badlo’

    Magicbricks shifts gears ahead of festive season with campaign ‘Pata Badlo’

    MUMBAI: Magicbricks has launched its new brand campaign ‘Pata Badlo’ featuring popular Bollywood actors Ayushmann Khurrana and Kriti Sanon.

    Magicbricks’ ‘Pata Badlo’ campaign is all set to inspire and resonate with millions of property seekers, who are looking for a change in address through buy, sell or rent. The 360-degree brand campaign will run across TV, print, outdoor, digital, social and radio and will feature national award winner Khurrana, and Sanon in multiple TVCs and several online videos. 

    Conceptualised by RK Swamy BBDO, ‘Pata Badlo’ reminds home buyers that an address reflects growing ambition, progress and achievements. The campaign also signifies that a change of address comes with a promise of a better future and hence the tagline ‘pata badalta hain toh bahut kuch badalta hain.’ 

    Speaking on the strategic thought behind ‘Pata Badlo’ campaign, Magicbricks marketing head Prasun Kumar said, “Magicbricks as a brand has always been a friendly expert advisor to property seekers. We have always believed that property seeking is an emotional journey and hence as a brand our storytelling has always focussed on the emotive pay out to consumers through warm stories. Our narratives therefore have always stood out as the category narrative has largely been transactional. Our new campaign ‘Pata Badalta hai to bahut kuch badalta hai’ has a strong consumer insight at the center and coupled with brilliant execution, it will hopefully be liked by all segments of property seekers. ‘Pata Badlo’ is also an assurance that this is the right time for end-users to come back to the market. It is extremely delightful to see the wonderful on-screen chemistry between Ayushmann and Kriti and how they have brought to life the wonderful stories around Pata Badlo.”  

    Commenting on the campaign, RK Swamy BBDO partner and executive creative director Ankur Suman said, “For any online business, the real challenge is to cut through the clutter and make an indomitable top of mind presence in the consumer’s mind.  When it comes to online real estate, the job is even tougher! So as a category leader, the onus was on Magicbricks to explore new dimensions and perspectives through its communication. National Award-winning actor Ayushmann Khurrana, and a houseful of talent, Kriti Sanon have added a lot of life to the campaign with their power-packed performances and lively presence.”

  • WhatsApp ads to test targeted marketing, user readiness and data security

    WhatsApp ads to test targeted marketing, user readiness and data security

    MUMBAI: Ever since Facebook acquired WhatsApp, people have been expecting the popular chatting app to move towards an ad-based model. Recently, a tweet from an attendee at the Facebook Marketing Summit Rotterdam confirmed that WhatsApp intends to launch ads soon in the status/stories section and will also be connected to its sister sites like Instagram and Facebook.

    This started a fresh conversation around two major topics; are the users ready and what about data security on an ‘encrypted platform’? Indiantelevision.com interacted with some marketing and digital experts and sought answers to these two very pressing questions.

    While users on all social media platforms have become used to seeing ads, a similar pattern on WhatsApp is difficult to follow. As it is a more personalised platform used for chats with close peers, unlike the Facebooks and Instagrams of the world, which people use to follow a global base of users who might not be directly related to them, introducing ads will seem like an intrusion in the personal space.

    ADOHM chief executive officer Kuldeep Chaudhary says, “While the content consuming pattern in the audience is evolving and they are getting used to seeing ads on multiple platforms, having ads on WhatsApp may not be welcomed easily. The reason being WhatsApp has a very large user base in the masses, for whom ads will be an intrusion. This step will see a similar reaction like how it was during the initial days of YouTube ads. While platforms need to take this step from a revenue perspective, audiences are not yet ready for the move as from consumer point of view it is another bombardment from advertisers.”

    Vertoz founder and CEO Ashish Shah also advises brands to be cautious. “Ads showing up on WhatsApp might be looked upon as an intrusion into the users’ private space, considering the highly personal and very private environment of this communication tool. It is imperative for brands to ensure that the ads are non-intrusive in nature and do not irk off the users or disturb their privacy.”

    Though feature ads are going to be a new addition to the chatting platform, WhatsApp has already been active in giving some brands a chance to interact directly with the consumers. Be it delivering e-tickets like MakeMyTrip and BookMyShow do, or sharing timely updates of order deliveries like Ajio does, many brands are active on the platform to offer their customers a more personalised and seamless experience.

    Havas managing director Mohit Joshi notes, “Currently WhatsApp is a great space for two-way communication between the consumer and the brand. Marketers are creating WhatsApp brand profiles and then integrating them with their product/service offering across verticals. Many brands like MakeMyTrip, Ixigo and Milap have already started using this platform as a substitute/addition to email/SMS to connect with consumers once they have interacted with their platform. Currently, there is merit in using the platform more from an ‘owned media’ standpoint.”

    However, any of these activities do not rely directly on the data from the app. But with advertisements from sources that are not connected to the users coming in place, a huge pile of data and information will be required by the advertisers to create a targeted reach. Users, in the past, have moved away from platforms like parent Facebook after cases of data breaches came to light.

    NeoNiche Integrated Solutions Pvt Ltd MD and CEO Prateek Kumar mentions, “WhatsApp has always tried to ensure security between users for their conversations with end-to-end encryption being introduced in 2016. The announcement of ads on the platform seemed inevitable but the true extent of targeted marketing will only be realised after the full release. However, the extent of data shared with companies is probably the most contentious issue in this scenario.”

    Also, getting data out of an encrypted platform seems quite impossible. Carat SVP Mayank Bhatnagar says, “Right now, it (ads on WhatsApp) is just to drive the reach. I will not forward my tickets to anyone else, and thus there is no engagement parameter in place. It is just to help consumers. Once they open the full-fledged advertising solutions, it will be helpful in garnering that reach but I am not sure how will they measure the engagement.”

    However, Chaudhary states that Facebook can access keywords from WhatsApp chats despite encryption being in place. “In spite of the fact that WhatsApp states that they cannot access users’ data due to end-to-end encryption but in order to run targeted ads, access to data specific to individuals is required. Security researchers have pointed out that even with encryption in place, it will be possible for Facebook to derive keywords from people’s messages and use them to impose an ad-targeting model on the app. These ads will be showcased on WhatsApp stories and in-message advertising for WhatsApp business accounts.”

    Kumar further shares, “It seems more likely that while chatting with other users, WhatsApp will showcase ads of particular brands that might be most relevant to you depending on the topic of conversation or particular keywords. One of the best-case scenarios for users would be if sponsored ads were only displayed after the use of keywords or syntax based content to drive clicks where individual, demographic and chat-based data would not be shared. However, understanding the growing prominence of target marketing and its effectiveness in the digital world, the on-ground scenario may differ greatly.”

    Another way to access relevant data could be through telecom companies, as shared by RK Swamy BBDO president and director Sangeetha N. She notes, “Telecom companies do provide data based on gender, age, make of phone, average billing per month, location, post-paid/pre-paid, etc. While we’ve used this data in the past to send out SMS’es, we can surely use the same data to send out WhatsApp messages.”

    Shah vouches on the importance of programmatic methodology to drive successful ads on WhatsApp as he notes, “WhatsApp can build the users’ profile using the information gathered directly from the platform and elsewhere. If WhatsApp is using programmatic advertising, then it will be the smart choice for these requirements. Programmatic advertising uses Data Management Platforms (DMPs) that help advertisers to analyse, process and structure the user’s data. DMPs can be used to get relevant audience profiles and to deliver personalised and relevant ads to them. Further, using the different targeting options like interest-based targeting, behavioural targeting, contextual targeting and many more, advertisers can deliver relevant and targeted ads to their customers on platforms like WhatsApp.”

  • Agencies, advertisers weigh in on BARC India filtering out outlier data

    Agencies, advertisers weigh in on BARC India filtering out outlier data

    MUMBAI: Recently, The Broadcast Audience Research Council India (BARC) announced that it is reverting to its earlier process of treatment of landing pages and filtering out outliers from the data as it released its week 23 ratings. This came just a week after the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) verdict allowing broadcasters and distributors of television channels to place registered satellite television channels (whose TV rating was measured by BARC India) on the landing page or boot up screen.

    This frequent change in the measurement module might have led to some confusion within the advertising community that relies heavily on BARC data for its marketing planning on television. Marketers Indiantelevision.com spoke to said that they prefer this data filtered out.

    MediaCom general manager Sudipto Chatterjee explained that any sudden spike in the reach or viewership of a channel is termed as an outlier. Citing an example of English news channels, which have comparatively lesser sampling than any other news channels, he elaborated, “Let’s say it has a base of 1000 subscribers and even if 150-250 more people view it, the range will look like it has shot up greatly, thus being counted as an outlier.”

    Placing channels on the landing page may lead to such outlier spikes but the viewership might not follow since it depends on the content that a channel features and that’s what media planners and marketers look at while strategising their plans.

    Chatterjee added, “We need to understand that in overall media planning, the outliers might just amount for 5-10 per cent of investment. It will not add anything to the GRP or reach. It is based on your consumer affinity. For media planners like us, we do not really buy numbers. It is more about content and what kind of audience I am looking at. Nobody looks at the minimal up and down in the ratings.”

    RK Swamy BBDO president and director Sangeetha N also mentioned that the landing page strategy is generally adopted by channels with very low ratings and any surges, even due to calculation errors, on such low bases, will be insignificant.

    She said, “For how long can a channel with poor content but deep pockets hold viewer attention by forcing landing page viewing? Only good content will define where the target audience will move to.”

    Carat India SVP Mayank Bhatnagar also shared similar views as he noted, “I feel that landing page is a mechanism to get people to sample a channel. If the content is good, one will continue to watch the channel or else they will move on. It doesn’t matter if the channel has the landing page rights for a month or even a year. Content is the key to get the viewership.”

    Advertisers also share a similar view. Angel Broking chief marketing officer Prabhakar Tiwari shared, “In our view, landing page is a purely promotional exercise. As per some industry data, a channel may get an increased viewership between 4 to 18 per cent subject to target demographics of a particular cable operator by investing in landing page-based promotions. We also have our internal research to guide us, as we take channel-specific media calls. Media decisions are taken after a lot of deliberation and we measure all factors before coming to a decision.”

    Although the data, filtered or unfiltered, does not really impact the marketing strategies, experts prefer having filtered statistics at their hands as it is more transparent and reliable, and thus feel that BARC India’s decision is a welcome move.

    Sangeetha noted, “The resuming of outliers being filtered out – whether manually or through automation – will mean more meaningful data, closer to reality, and hence will be welcomed. By this method, no channel gets preference over another by getting the landing page rights through the purchase of the same, hence prima facie no channel can have an unfair advantage.”

    Bhatnagar said, “By eliminating the outlier data, all channels are now on the same platform and can have an end-to-end comparison. Now it all depends on content.”

  • MS Dhoni becomes a drama king in Snickers’ latest ad

    MS Dhoni becomes a drama king in Snickers’ latest ad

    MUMBAI: Mars Wrigley Confectionery, the company behind Snickers bars, known for its quirky, tongue-in-cheek personality has found a partner in the charming and dynamic cricket icon, MS Dhoni. He is the new brand ambassador.

    Since its launch in India, the filled chocolate bar has established itself as a solution to hunger cravings and has developed a strong base of loyal consumers. As the cricketer gets set to join the Snickers family, fans will get a chance to see a side of him that has so far remained undiscovered, that of a Drama King.

    Conceptualised by creative agency RK SWAMY BBDO, the TVC captures a humorous locker room conversation between captain cool and his team. MS Dhoni is seen in a completely new avatar, dressed as a warrior. Channeling his inner king, in full gusto, he calls upon his teammates to take a pledge to beat the opposing team. This uncharacteristic tirade is finally brought to an end when one of the players reasons that hunger makes even captain cool lose his cool and offers him a bar of Snickers to satiate his hunger.

    The new TVC gives a new spin to MS Dhoni’s otherwise calm personality and successfully reiterates that ‘hunger ache achhon ko badal deta’ and India’s favorite cricketer is no exception!

    Talking about the association, Mars Wrigley Confectionery marketing director Yogesh Tewari says, “We are honoured to have MS Dhoni join the Snickers family and with this association, we are beginning the next chapter of our journey in India and strengthening our relevance amongst Indian consumers.”

    Cricketer MS Dhoni adds, “I am extremely excited to be associated with the brand. It breaks away from the monotony and resonates with the quirk in everybody. It has the capability to curate emotions that redefine one’s personality the best. It has always been one of my favourites not only because of its delicious taste, but also because it is a perfect solution to hunger pangs.”

    The campaign that went live on 5 March on television, will be supported by an extensive 360-degree marketing approach including digital, in-store and OOH.

  • GroupM’s Shan Jain joins Publicis Media India

    GroupM’s Shan Jain joins Publicis Media India

    MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

    Jain comes with more than 24 years of rich and diverse experience across Media, Account Planning, Strategy and Account management and has worked with Mindshare, RK Swamy BBDO, The Media Edge, FCB Ulka, Lowe, McCann and Ogilvy. Some of the key clients she has led and contributed to are HUL Personal Care, HUL Foods and beverage, GSK, ITC, Maruti and Gillete. She is passionate about brands and consumer journeys and has to her credit multiple awards including Spikes and Festival of Media Asia and Festival of Media Global. While it is a national role, she will be based out of Gurgaon.

    Publicis Media India CEO Anupriya Acharya said, “Business Transformation Practice of Publicis Media unlocks growth by re-engineering our client’s customer experience through a combination of talent and technology. Shan will be supported by Gautham Ram Pingali in this area who himself has a great experience around technology and its far-reaching impact on clients businesses. He also continues to lead the Content Practice in PM India.”

    Jain said, “The excellent data, analytics and tech support that I can lean on within the group as well as the extended expertise for Publicis. Sapient puts us in a very advantageous position in the market to strike these conversations with clients.

  • GroupM’s Shan Jain joins Publicis Media India

    GroupM’s Shan Jain joins Publicis Media India

    MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

    Jain comes with more than 24 years of rich and diverse experience across Media, Account Planning, Strategy and Account management and has worked with Mindshare, RK Swamy BBDO, The Media Edge, FCB Ulka, Lowe, McCann and Ogilvy. Some of the key clients she has led and contributed to are HUL Personal Care, HUL Foods and beverage, GSK, ITC, Maruti and Gillete. She is passionate about brands and consumer journeys and has to her credit multiple awards including Spikes and Festival of Media Asia and Festival of Media Global. While it is a national role, she will be based out of Gurgaon.

    Publicis Media India CEO Anupriya Acharya said, “Business Transformation Practice of Publicis Media unlocks growth by re-engineering our client’s customer experience through a combination of talent and technology. Shan will be supported by Gautham Ram Pingali in this area who himself has a great experience around technology and its far-reaching impact on clients businesses. He also continues to lead the Content Practice in PM India.”

    Jain said, “The excellent data, analytics and tech support that I can lean on within the group as well as the extended expertise for Publicis. Sapient puts us in a very advantageous position in the market to strike these conversations with clients.

  • ASCIonline gets 15% complaints registrations via new mobile app

    ASCIonline gets 15% complaints registrations via new mobile app

    MUMBAI: The ASCIonline mobile app, in just two months of launch, has seen a boost in the number of complaints received. Complaints through the mobile app, now contribute to almost 15 per cent of the total number of complaints received by the Advertising Standards Council of India (ASCI).

     

    The app has surpassed 1000 downloads within just two months since its launch on 17 June, 2015. 

     

    ASCIonline mobile app facilitates convenient filing of complaints against misleading advertisements. The app has received a 4.0 /5 star rating by users and some positive feedback.

     

    ASCI chairman Narendra Ambwani said, “ASCI’s priority for the year was improving its reach to    provide a super-fast and convenient access for consumers to lodge complaints and to increase ASCI’s reach across India trickling down to smaller towns.”   

     

    While the web-based online complaint registration system has been functional for over three years, the mobile app has broken the “reach” barrier. With the dramatic and ever growing increase in smartphone penetration and its use for various transactions, the mobile app has been a great enabler for end consumers. Analysis of complaints received via mobile app is the real “proof of the pudding.”

     

    “We have received complaints from more than 15 different states and cities like Darjeeling, Thiruwallur, Almora, Bikaner, Jalandhar, Hingoli etc. Not only that, consumers have complained against advertisements from a wide range of sectors such as education, FMCG, healthcare, telecom, e-commerce, durables, automotive, food and beverages, and across media beyond  print and TV, such as website, radio, SMS, emailers, promotional materials, product packaging and app ads,” informed Ambwani.

     

    For promoting the mobile app, ASCI coined the “SnapItandAppIt” tagline as the app allows one to take a picture of the objectionable ad and send it through the app to ASCI. Social media is being leveraged to create awareness. Prasar Bharati also took note of this mobile app and actively supported this by tweeting about the app. Even industry stalwarts and twitteratis like Google MD Rajan Anandan, RK Swamy BBDO MD SK Swamy, Intradia head catalyst Sanjeev Kotnala, Provacateur director Paritosh Joshi created a buzz, causing a ripple effect.

     

    With ASCIonline app, the body has engaged thousands of ASCI ambassadors who are ASCI’s eyes and ears and would put a check on erring advertisers and push for “Responsible Advertising.”

  • MSM hires Humsa Dhir as SVP & head of PR & corp comm

    MSM hires Humsa Dhir as SVP & head of PR & corp comm

    MUMBAI: Multi Screen Media has appointed Humsa Dhir as senior vice-president (SVP) & head  – PR & corporate communications for the network.

     

    In this newly created role, Dhir will lead MSM’s PR and communications strategy and execute on pivotal campaigns, programmes and activities that advance the network’s brand image and reputation. Dhir will report to MSM Network CEO NP Singh.

     

    Dhir has over 19 years of experience across advertising, public relations, corporate communications and public affairs; having worked for the India, South Asia and Middle East markets.

     

    Singh said, “We are delighted to welcome Humsa as our corporate communications lead. We believe Humsa’s well-grounded, robust experience across different aspects of communications will enable her to play a very intrinsic role in the network as she charts a strategic direction to shape the network’s reputation amongst its multiple stakeholders. She has our unflinching support to execute on this commitment.”

     

    Prior to joining MSM, Dhir was with AkzoNobel India, where she managed the communications and public affairs portfolio for the entire organisation including its various business verticals. Some of Dhir’s previous work stints have been with Suzlon, the Eicher Group, RK Swamy BBDO as well as J Walter Thompson.

  • RK Swamy BBDO wins creative mandate for Magicbricks.com

    RK Swamy BBDO wins creative mandate for Magicbricks.com

    MUMBAI: After a two-month long multi-agency pitch, RK Swamy BBDO has won the creative mandate for Magicbricks.com, the property portal from The Times Group.

     

    On winning to account, RK SWAMY BBDO senior partner Sunil Kuketri said, “This is an interesting category with a huge canvas available for creativity. We will make the most of this opportunity by creating interesting clutter-breaking work for Magicbricks.”

     

    Magicbricks.com is a property portal with a host of specially developed features and tools to aid the users in taking the right decision; making it the most comprehensive platform in the category.

     

    RK Swamy BBDO, part of RK Swamy Hansa, serves over 250 companies in India and the USA. With around 1200+ professionals, the Group offers Creative and Media services, Market Research, Direct/CRM & Advanced Analytics, Events and Activation, Healthcare Communication, PR, Social & Rural Communication and more.