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Tag: Santosh Kumar

  • From Wickets to Wallets: Brands score big in ICC World Cup 2023

    From Wickets to Wallets: Brands score big in ICC World Cup 2023

    Mumbai: In the midst of the ongoing ICC World Cup 2023, brands and advertising agencies have embarked on a strategic journey to secure a robust return on investment (ROI). This edition of the World Cup bears particular significance, as it comes after an extended hiatus of eleven years since the previous tournament. This prolonged interval has necessitated a reevaluation of marketing approaches, prompting brands to innovate and adapt their strategies to the evolving landscape of sports marketing. Through targeted campaigns, partnerships, and innovative activations, these entities aim to not only capture the attention of fervent cricket enthusiasts but also leave an indelible mark on the global stage. In this pursuit, their efforts are punctuated by insightful quotes and declarations that shed light on the underlying principles guiding their endeavours.

    Here are some notable insights from brands and agencies at the heart of the ICC World Cup 2023.

    Booking.com country manager, India, Sri Lanka, Maldives and Indonesia Santosh Kumar

    Mega sporting events, such as the ICC Men’s Cricket World Cup 2023 an incredible sporting and cultural events, and an amazing opportunity to engage with our consumers. Since 2019, Booking.com has been the official accommodations partner for all ICC events including the ICC Men’s Cricket World Cup 2023 currently taking place in India. At Booking.com we have always believed it is essential to share our brand, deliver campaigns and forge partnerships that speak to our mission and values in highly relevant and timely ways with consumers. With more than 28 million reported listings in over 171,000 destinations worldwide, including destinations where ICC matches are taking place in India, Booking.com is committed to empowering travellers and cricket fans to book incredible places to stay throughout the tournament. Fans can make the most of their cricket-inspired travels, wherever that may take them – including rental cars, flights, great things to do and of course, unique places to stay of all kinds.

    Booking.com has also launched a global campaign called ‘Howzat for your perfect stay’ featuring Rohit Sharma (India), Jos Buttler (England) and Glenn Maxwell (Australia).

    1.   This campaign showcases Booking.com’s commitment to making travel accessible, enjoyable, and full of surprises, aligning with the spontaneous and exciting nature of both sports and travel. It highlights the end-to-end ease and incredible choice of accommodations that Booking.com offers.

    2.   The TVC description for the Howzat for your Perfect Stay campaign which is being aired during the ICC Men’s Cricket World Cup 2023 is taking viewers through the journey of a family dreaming of their perfect holiday for their dream cricket stay. With surprise appearances by Rohit Sharma, Jos Buttler and Glenn Maxwell, it looks to show the fun and excitement of booking with Booking.com. It will also bring awareness to the Booking.com end-to-end ease of use and an incredible choice of accommodations.

    3.   The campaign would be showcased in-stadium, on the ground and social and digital channels, including TV, Disney+ Hotstar, Facebook, Instagram, Snapchat and more.

    Booking.com additionally is doing a social media campaign ‘Booking race to the final’ to build excitement online. The campaign will challenge two influencer teams to a race to the final. The teams will race against time, and each other, to make it across India, to the final in Ahmedabad. They will use the Booking.com app to help them plan their journey (taxis, accommodations) and give away special prizes to viewers along their race to the final. We also have 1 big giveaway – Experience to the final going live this week (which consists of tickets to the final, accommodation, all expenses paid)

    DRIM Global head of Asia Yulia Aslamova

    Notably, several brands came up with various offers and discounts centred around the ICC World Cup to tap into the cricket-crazy nation’s passion for the game. The agencies also observed a significant increase in the number of orders delivered to brands on the CPA model of influencer marketing.

    The brands focused on long-term partnerships with teams and players to build lasting associations, ensuring brand visibility beyond the tournament. Utilising digital platforms, they engaged fans through exclusive content, contests, and real-time updates. Sponsors also leveraged social issues and charitable initiatives to connect with audiences emotionally.

    Additionally, creative advertising campaigns were designed to capture the excitement and passion associated with cricket. This multifaceted approach helped brands maintain brand recall and fan engagement over the extended interval, ultimately enhancing their ROI.

    While the specific brands and their strategies can vary from tournament to tournament, some prominent examples include- Mobile App brands like ESPNcricinfo and Hotstar have developed popular cricket-themed apps that offer live scores, video highlights, and analysis, enhancing fan engagement. Similarly, online Streaming Platforms like Disney+ Hotstar have secured digital rights for broadcasting the tournament, providing subscription-based access and discounts to live matches.

    Ideas Farm, head of client servicing  Pooja Shah

    I think almost every brand wants to associate with the World Cup in a small or big manner due to the sheer eyeballs that the cricket game garners. From signing cricketers and Bollywood celebrities as brand ambassadors to harnessing the pure emotion of the game via storytelling or a song anthem, brands deploy various strategies that work seamlessly for them.

    Brands especially try and narrow down their engagement with audiences during an India match, which is when you have the attention of a much larger crowd that is ‘Indian’. A great example is the India-Pakistan match that happened over the weekend. We saw brands leveraging 2 core feelings – sportsmanship and the innate feeling of patriotism. Popular consumer brands like Swiggy and Zomato were seen with tongue-in-cheek comments on X and Instagram. The Make My Trip ad has polarised the netizens as coming across as a poor display of sportsmanship and it has elicited a response from its competitor brand. At the end of the World Cup, the strategy that has the best combination of heart and sportsmanship like the Star Sports 2015 ‘Mauka Mauka’ ad will stick and stand out.

  • BPCL’s ‘Pure for Sure’ TVC: Where trust meets Rahul Dravid’s dependability

    BPCL’s ‘Pure for Sure’ TVC: Where trust meets Rahul Dravid’s dependability

    Mumbai: Bharat Petroleum Corporation Ltd (BPCL) took immense pride in unveiling its highly-anticipated TVC campaign, Aapki Gaadi ka Mr Dependable, featuring cricket icon Rahul Dravid as its esteemed brand ambassador. This groundbreaking campaign seamlessly intertwined the values of trustworthiness, dependability, and reliability exemplified by the legendary “Mr. Dependable” himself, Rahul Dravid, with BPCL’s ‘Pure for Sure’ quality-assurance initiative.

    In a captivating narrative, the TVC showcased Dravid in various roles, from a distracted driver to a jovial dad cracking jokes, all while a prescient voiceover anticipated his every move. The overarching message was unequivocal: “Nobody knows you as well as your travel partners,” symbolizing BPCL’s unwavering commitment to customer-centricity.

    The TVC culminated with Dravid’s visit to his trusted BPCL-branded petrol pump, where he expected nothing less than ‘sahi quantity, sahi quality’ delivered with ‘next-gen technology’ and ‘thoda sa extra pyaar.’ These elements underscored BPCL’s core values of quality assurance and customer-centricity.

    BPCL executive director incharge (retail) Santosh Kumar said, “This campaign captures the essence of trust, authenticity, and assurance. It offers a glimpse into the rigorous processes and quality checks that BPCL’s products undergo, reinforcing the brand’s promise of providing uncompromised quality to its customers”.

    BPCL chief general manager (PR & brand) Abbas Akhtar expressed his excitement, stating, “Our latest TVC campaign signifies the indomitable connection between ‘Pure for Sure’ and Rahul Dravid, a genuine epitome of reliability. This campaign not only commemorates the harmonious blend of BPCL’s dedication to trust, commitment, and personalisation with Rahul Dravid’s dependable persona, but also conveys our unwavering commitment to consistently deliver excellence to our esteemed customers.”

    Tarun Singh Chauhan, the lead consultant on the project, emphasized that the campaign’s core essence revolves around cherishing the entire journey, not merely the destination. Through meticulous planning and execution, we seamlessly integrated the campaign into the fabric of consumers’ daily lives. It provided a unique insight into the rigorous procedures and stringent quality standards that BPCL’s products undergo, further reinforcing the brand’s unwavering commitment to delivering unparalleled quality to its cherished customers.

    Fatmen Ideas creative director Ashwin Varkey which conceptualised the campaign, shared his thoughts, saying, “Bharat Petroleum’s foundation has always been rooted in a deep understanding of its customers. Our innovative approach was to demonstrate the remarkable connection between individuals and their vehicles, emphasizing our commitment to understanding our customers on a personal level. In terms of execution, our vision was to create a joyful and relatable cinematic experience, with Rahul Dravid portraying a range of endearing characters.”

  • Booking.com: Expanding horizons, redefining travel

    Booking.com: Expanding horizons, redefining travel

    Mumbai: With the 2023 ICC Men’s Cricket World Cup – one of the world’s most notable cricket tournaments – around the corner, the excitement amongst fans is palpable as sports tourism soars. Booking.com, the official accommodation partner for the ICC Men’s Cricket World Cup 2023, launched its integrated campaign ‘Howzat for your perfect stay’, integrating the world of travel, cricket, and its passionate fans that make it happen. A press event was hosted in Mumbai with former Indian cricketer Zaheer Khan, Bollywood actor Varun Dhawan, and Booking.com country manager – India, Sri Lanka, Maldives, and Indonesia Santosh Kumar.

    The campaign featuring Indian team captain Rohit Sharma along with well-known international cricketers Jos Buttler, captain of the England team, and Glenn Maxwell highlights the fun and excitement of booking with Booking.com. It showcases the end-to-end ease and incredible choice of accommodations that Booking.com offers by taking viewers through the journey of a family dreaming of their perfect cricket stay.

    With more than 28 million reported listings in over 171,000 destinations worldwide, including destinations where ICC matches are taking place, Booking.com offers the widest selection of incredible places to stay including hotels, resorts, apartments, villas, and more.

    On the sidelines of the event, Indiantelevision.com caught up with Booking.com country manager, India, Sri Lanka, Maldives, and Indonesia Santosh Kumar.

    Edited Excerpts:

    On the differentiation between Booking.com and its competitors

    Number one, I would say the flexibility and convenience that we offer to our consumers. Second is the transparency in pricing because what you see on the first page when you get the search listing is ultimately the price that you book. There are no hidden fees of any sort, etc. So it’s very much consumer-focused. So I would say, those are the two key USPs.

    On the specialty that Sports Tourism has, that other forms of tourism don’t

    I think both sports and travel go pretty well because they both connect people, they help people see the destination and get access to experiences that they would not have otherwise. I think, in general, it also helps people connect across cultures. Sports is a great leveler and I think travel does the same. Therefore, I think they both go hand in hand.

    On reaching out to tier-2 and tier-3 markets

    Earlier this year, we introduced Hindi as a new language option to enhance our appeal to regional consumers seeking a localized experience. Hindi is now available both on our website and app. Our partners can access our platform in Hindi, allowing them to upload their property listings and manage their inventory in this language. Likewise, consumers can browse, search for, and make bookings in Hindi, making our services more accessible and relevant at the local level.

    Hindi marks the first Indian language we’ve introduced, and it is the 46th language available globally on our platform. If it proves beneficial, we may consider launching additional regional languages in the future.

    Furthermore, we are actively working to increase our local relevance in social media marketing, such as on Instagram, to better connect with Indian consumers. Additionally, through our investment in ICC Cricket-related initiatives, we hope that we’ll be able to bring about more brand awareness in tier-2 and 3 markets as well.

    On future expansion plans

    In general, we’ve obviously launched new categories beyond accommodation. We were primarily an accommodation player previously. Now we have launched, flights, cars, and attractions, with flights being live in over 50 countries globally now.

    In India, it’s been live for about 18 months. We are also continuously expanding our range of attractions, forming partnerships with companies like Kluck and Viator in the Asia Pacific region. We want to become the one-stop shop for somebody who’s traveling.

    Secondly, we’re investing also in the area of sustainability, because a lot of consumers want to travel more sustainably. They want to find sustainable options. So, we have a sustainable badge that we launched in 2021. This badge offers various levels of certification for accommodations and properties, allowing travelers to easily identify and choose sustainable options when booking.

    This is our effort to continue to meet the net zero ambitions in the hospitality and travel industry.

  • Santosh Kumar appointed new CEO of Digibooster

    Santosh Kumar appointed new CEO of Digibooster

    MUMBAI: B2B content marketplace, Digibooster has announced that it has appointed Santosh Kumar as its new CEO. Effective February 2019, he will be responsible for building a scalable global technology-enabled marketplace for short format content.  Digibooster is setting its sights on becoming the "world's largest short-form content marketplace".

    Kumar comes with 17 years of rich and varied experience in investment banking and IT global project management, retail venture, and tech startups. He has handled projects across geographies for large MNCs like Societe Generale, and Thomson Reuters.

    Santosh has a strong background in building ventures from ground up. He was the co-founder and CEO of SpotPlay, a patent-pending travel entertainment product that had been actively deploying the product in Chile, India, and Thailand. He also co-founded Panache Silver in 2013, a silver omni channel venture which became the first silver brand to be launched on Flipkart and has expanded to 2 outlets in Bengaluru. He is an ardent sportsman and frequently participates in national and international cycling events.

    Digibooster founder and strategic investor Nandini Mansinghka said, “We are very excited about Santosh coming on board as CEO. With Santosh leading Digibooster we are perfectly poised to build a fabulous product and marketplace targeting the fragmented seller and buyer universe in the short format content space.”

    On his appointment, Kumar said, “I am happy to take up this new role as it felt like a perfect fit since I would get to build a video content marketplace given the video consumption explosion in India after Jio. Having co-founded 2 ventures and on the verge of exiting SpotPlay, I had a couple of offers to get back to corporate life or head an Incubator to mentor other startups. But that didn't seem exciting, given my penchant for building a product, build on a vision and execute and create new markets. My previous venture SpotPlay was closely linked to video content business and I always wanted to work in this industry.”

    Digibooster already has a strong library of over 10,000 short form video content pieces on the platform. With over 9,000 highly curated global subscribers for their weekly newsletter; Digibooster is focusing on becoming the go-to place for anyone looking to buy short format content including content websites, brands, facebook pages, and Youtube aggregators and even individual influencers looking to build deeper engagement and traffic on their websites and pages. 

  • Truecaller claims 3X ad growth, VP cites Patanjali’s unprecedented rise

    Truecaller claims 3X ad growth, VP cites Patanjali’s unprecedented rise

    MUMBAI: Truecaller claims to have reached a new milestone as a mobile in-app publisher, achieving a record 200 million impressions in a single day.

    The daily impression rate on Truecaller’s in-app advertising platform has grown by over 300 per cent in the past year. The monumental traction is a product of Truecaller’s innovation as a one-stop solution for communication, payments, and now, brand engagement. Real estate on Truecaller has appreciated to the extent that over 70% of existing advertisers have decided to continue to invest in Truecaller’s mobile advertising inventory. Truecaller’s direct-to-consumer connect has attracted new interest of brands across the spectrum of FMCG, consumer electronics, and automobiles from brands like Mondelēz, Samsung, Himalayan and Maruti among many more.

    Truecaller VP sales and head of India operations Tejinder Gill said, “This shows that the mobile ad eco-system has an incredible potential in India. At Truecaller, we are constantly looking for innovative ways to add value to the lives of not only our customers, but our partners’ as well. With Patanjali, we saw a cult favorite brand that has witnessed unprecedented growth by offering a differentiated product.”

    Patanjali, India’s homegrown leader in Ayurveda, leveraged Truecaller in a one-day app inventory takeover, resulting in a new benchmark for both Patanjali and Truecaller.

    Patanjali’s digital agency MangoData co-founder and CEO Santosh Kumar said “What began as crafting an innovative campaign for Patanjali has surpassed our expectations in terms of both impressions delivered, which were upwards of 200 million and click-based engagement of over 430,000 in a single day. Leveraging the strong association customers have with Truecaller and supported by a 100 per cent share of voice on the platform, has helped us target the right customer with the right offering and narrative from our portfolio.”

  • Mango Data bags four CMO Asia awards

    MUMBAI: AI-based ad tech firm Mango Data has pocketed four awards at the national award for marketing excellence at this year’s CMO Asia Awards. This feat made them the youngest company to have won four accolades at the CMO ever.

    They won the Best SEM campaign of the year for Indigo Airlines. Santosh Kumar, CEO and Co-founder of Mango Data, was awarded the Digital Entrepreneur of the year award while Avinash Kumar, Head of Marketing- Patanjali Ayurveda won the best Digital Media Marketer of the year award, for Patanjali digital campaign; Patanjali is a client of Mango Data. Mango Data also won an award for best execution of digital media campaign for Patanjali.

    CMO Asia Awards recognises global leaders across industry segments for their exceptional contribution in making a difference to the industry and the profession. It witnesses participation from more than 52 countries including India, China, Thailand, Hong Kong and Nepal.

    Kumar said, “Being just a year old in business, it is indeed a pleasure to see the company grow fortuitously. This award is a testament to the skill, ingenuity that we at Mango data possess. These awards honor excellence and this is just the beginning for the team.”

  • Digital Quotient appoints new sales head

    Digital Quotient appoints new sales head

    MUMBAI: The data driven social & mobile marketing firm, Digital Quotient, has announced the addition of Bhaskar Singh to its team.

     

    The move is in line with Digital Quotient’s aggressive move into arena of data analytics and audience marketing to provide holistic solutions to its wide customer base. Singh joins the agency as sales head for their audience marketing platform.

     

    At his current role, Singh will be heading nationwide sales strategy and revenue generation for Digital Quotient with a focus on business development, establishing contacts and creating growth opportunities.

     

    Digital Quotient digital marketing head Santosh Kumar said, “We are committed to bringing the best practices and values from the industry through creativity, technology and analytics. Our Audience Marketing platform is a key division that helps our clients to reach right target audience by mapping intent, behavior and relevance and provide effective insights in digital media buying. Mr. Singh brings sound knowledge and experience of selling digital solutions to clients which will add more value to our vision and growth.”

     

    Prior to joining Digital Quotient, Singh worked with Tribal Fusion, now known as Exponential as the interim national sales director where he was responsible for heading & managing national advertising sales. He also handled online sales for leading regional news media group Malayala Manorama, and has also worked with Infomedia India.

     

     “I am looking forward to this great opportunity of working with Digital Quotient. The energy and passion of the team here is infectious and I confident that together we will be able to deliver the best solutions to clients nationwide,” commented Singh.”