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Tag: Sanjeev Handa

  • Isobar brings integrated video chatbot tech for Dzire

    MUMBAI: Isobar, the digital agency from Dentsu Aegis Network, and Maruti Suzuki have rolled out India’s first Integrated Chatbot. Together, they have launched an innovative video banner with an in–built chatbot on select platforms. This interactive property will allow us to entertain users’ first level queries, thereby educating them about ‘A whole new world of Dzire’ and redirecting them to the main website and enabling a two-way communication with the relevant audience.

    Isobar, the agency that handles the digital mandate for Maruti Suzuki India, created this innovation as part of the launch campaign of brand Dzire. The all-new Maruti Suzuki Dzire, with its smooth sedan styling, rich interiors and seamless enhancements, had to be introduced to the market in exciting new formats. Being an existing segment leader, Maruti Suzuki decided to be bold and bring forward the renewed brand message and capture existing and new audiences’ interest.

    Commenting on this first of its kind innovation, Sanjeev Handa, VP Marketing said, “The video chat bot used for the All New Dzire is a very exciting innovation for us at Maruti Suzuki. It not only enables two-way communication with our audience, but allows us to immediately address their first level queries, real time and in a very engaging manner. We look forward to sustained quality engagement with consumers in future.”

    Gopa Kumar, VP Isobar India, added, “We’re thrilled to be working with Maruti Suzuki and pioneer into the next level of conversational and engaging ad. This being an industry first, provides superior user experience on video and adding this extra level of personalisation with the Chatbot makes them even more powerful. This is also an example of what can be created when a great brand and truly cutting-edge technology team up. We expect this to be the first of many such campaigns as other brands discover the opportunities of Chabot integrations with their video ads.”

  • YouTube watch time grew 400% y-o-y, 80% on mobile

    MUMBAI: With a growing appetite among Indian consumers to watch videos online, YouTube, as per App Annie, has shared that over 180 million Indians are watching YouTube every month on mobile. The video streaming platform at the fourth edition of Brandcast India, further noted that the watch time in India has grown 400 per cent year on year and 80 per cent of watch time in India comes from mobile. From entertainment to education, from news to beauty – Indians are turning to YouTube for every aspect of their lives

    Held in Mumbai, the event brought together top advertisers, agencies, and partners from all across the country to discuss and celebrate YouTube – the destination where Indians choose to watch video.

    Improved connectivity, affordable data plans and huge variety of content available has led to over 400 million Indians online and 300 smartphone users today. In the mobile video era, viewers can watch what they want, where they want and when they want – and this greater choice for viewers also means greater opportunities for marketers. In today’s media environment, while there is plentiful reach, it’s harder to attract viewers’ attention.

    Elaborating on how ‘attentive reach’ has become the new currency for the advertisers, Google India and South-East Asia head of marketing Sapna Chadha, said, “According to a survey we conducted with Majestic Research, using eye-tracking technology we discovered, the first ad in an TV ad break is watched actively by 50 per cent of people while the last one is watched actively by only 13 per cent of viewers. Attention has always been inherent to advertising. But, capturing and keeping attention has never been harder for advertisers.”

    Addressing the audience, Chadha asked them to change how they buy and plan media for attentive reach. She also shared that over the years, YouTube captures audience attention by delivering 95 per cent audibility and 93 per cent viewability.

    Speaking on how to make advertising more effective online, MOAT CEO Jonah Goodhart added, “Everywhere in the world, consumption patterns are changing, making ‘attentive reach’ the foundation of any digital campaign. Measurability is the key to understand the efficacy of any brand engagement and we are thrilled to be the first company to independently measure viewability on YouTube.”

    Maruti Suzuki VP and head of marketing Sanjeev Handa asserted, “When you combine a format like video and you want to reach out to a billion+ Indians, the answer comes naturally and that is YouTube. YouTube allows us to tell the right brand stories to the right audiences helping us capture their attention. Case in point, is the launch of the IGNIS which was done simultaneously through the physical as well as digital medium to engage with the millennials and, the results were astounding. On YouTube, the launch was viewed over 10 million times, and 20 per cent pre-launch bookings came from digital in the first 10 days.” He further added, “For advertisers to leverage digital effectively, one needs to have deep insights into your consumers, look to target their interests and effectively measure the viewability of the ad.”

    Sharing his experience of working with brands, Kurt Hugo Schneider who has over 8 million subscribers on YouTube and has collaborated with over 40 global brands said, “Concept integration and not product integration, is key to making a brand video authentic and earning people’s attention. With technological innovation, brands today have the opportunity to interact more closely with their audience and get a feel of their preferences.”

    Attended by over 800 marketers, advertisers and creators, YouTube Brandcast 2017 also saw YouTube Leaderboard Awards where top 10 advertisers with the most creative ads were felicitated. The award celebrated the brands that performed best through a combination of popularity and promotion.

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  • Razorfish India bags two awards at CMO Asia 2015

    Razorfish India bags two awards at CMO Asia 2015

    MUMBAI: Razorfish India has won two awards at the CMO Asia – Social Media and Digital Marketing Excellence Awards 2015 held in Singapore. The agency was awarded Social Media Campaign of the Year for Maruti Alto World Cup 2015 campaign and Best Digital Integrated campaign for the launch of Ciaz.

     

    “We are delighted and feel immensely proud to partner our clients, Maruti Suzuki, in this journey of success. We always like to challenge ourselves to keep doing something innovative and engaging and these awards is just a reflection of it,” said Razorfish India COO Gaurav Pathak.

     

    Razorfish India CEO Charulata Ravi Kumar added, “Doesn’t surprise me. A great client-agency partnership where both are passionately driving the digital agenda for one of India’s most significant brands, Maruti Suzuki, is a winning combination in itself. This important award corroborates the shared commitment to excellence.”

     

    Maruti Suzuki India vice president marketing Sanjeev Handa said, “This award is a recognition of Razorfish’s and our team’s efforts in ensuring that Maruti Suzuki’s digital footprint is not just exciting and impactful but also highly relevant. Our all-round sustained efforts towards meaningful innovations has made us the most popular car in India and also amongst the youth of India.”

  • SX4 bring men back with latest TVC

    SX4 bring men back with latest TVC

    MUMBAI: The Maruti Suzuki SX4 has launched its new campaign developed by Lowe Lintas. The television commercial is based on the proposition that SX4 is the car for men who are passionate about driving. It stems from the idea that almost every boy grows up playing with cars and dreams of driving his cars really fast and assertively. The TVC aims to establish that SX4 is a car that lets you live your passion for driving.

    Shot at an airstrip in Bengaluru, the car shots were captured by hi-tech camera equipment and an experienced international crew which included an international stunts co-ordinator and the cinematographer. The stunts guy put the new SX4 to some rigorous driving tests both on the tarmac and off the road and helped in capturing the shots used in the TVC. Director Arun Gopalan (of Story-tellers) captured both the story part (boy growing) as well as the car shots. The TVC juxtaposes the manoeuvres of the boy with the car shots.

    The TVC depicts a young boy‘s passion for speed and thrill of driving a car which is eventually fulfilled when he gets to drive the all new SX4. The music used is pacey and builds up the TVC well to establish that the new super turbo diesel engine is better than its previous versions.

    Maruti Suzuki Industries marketing GM Sanjeev Handa said, “The new SX4, has attractive new exterior looks, plush interiors, and exciting features like the touch screen audio cum navigation system and power folding ORVM‘s. It comes with power packed performance and a Super Turbo Diesel engine. The latest TVC demonstrates our absolute commitment towards our positioning, which has let us stand distinctly apart in the segment. The production quality adds sheen to our statement and puts the TVC in a league of its own.”