ITV

Tag: social media

  • Microsoft to acquire LinkedIn for USD 26.2 billion

    Microsoft to acquire LinkedIn for USD 26.2 billion

    MUMBAI: What comes as a major development in the technology and social media space, tech giant Microsoft has announced its plan to acquire LinkedIn, the social network that connects professionals by the end of this financial year. The company will buy LinkedIn’s shares priced at $196 in an all cash transaction amounting the acquisition to $26.2 billion, which includes LinkedIn’s liquidity as well.

    The acquisition will not affect LinkedIn’s branding, work culture and independence, with its CEO Jeff Weiner retaining his position and reporting to Microsoft CEO Satya Nadella.

    “The LinkedIn team has grown a fantastic business centered on connecting the world’s professionals,” Nadella has said at a press conference announcing the development. “Together we can accelerate the growth of LinkedIn, as well as Microsoft Office 365 and Dynamics as we seek to empower every person and organization on the planet,” he added.

    In the past one year LinkedIn has shown great growth trajectories ranging around 19 percent growth year over year (YOY) and expanded its network base to more than 433 million members worldwide. The social media platform had released a new mobile friendly version and acquired learning platform Lynda.com to add to its services.

    “Just as we have changed the way the world connects to opportunity, this relationship with Microsoft, and the combination of their cloud and LinkedIn’s network, now gives us a chance to also change the way the world works,” Weiner said, supporting the acquisition. “For the last 13 years, we’ve been uniquely positioned to connect professionals to make them more productive and successful, and I’m looking forward to leading our team through the next chapter of our story.”

    “Today is a re-founding moment for LinkedIn. I see incredible opportunity for our members and customers and look forward to supporting this new and combined business,” said LinkedIn co founder Reid Hoffman . “I fully support this transaction and the Board’s decision to pursue it, and will vote my shares in accordance with their recommendation on it.”

    To carry this high profile M & A forward, Morgan Stanley is acting as exclusive financial advisor to Microsoft, and Simpson Thacher & Bartlett LLP is acting as legal advisor to Microsoft. On the other hand Qatalyst Partners and Allen & Company LLC are acting as financial advisors to LinkedIn, while Wilson Sonsini Goodrich & Rosati, Professional Corporation, is acting as legal advisor.

    Microsoft will finance the transaction primarily through the issuance of new indebtedness. Upon closing, Microsoft expects LinkedIn’s financials to be reported as part of Microsoft’s Productivity and Business Processes segment. Microsoft expects the acquisition to have minimal dilution of ~1 percent to non-GAAP earnings per share for the remainder of fiscal year 2017 post-closing and for fiscal year 2018 based on the expected close date, and become accretive to Microsoft’s non-GAAP earnings per share in Microsoft’s fiscal year 2019 or less than two years post-closing.

    In addition, Microsoft also reiterated its intention to complete its existing $40 billion share repurchase authorization by Dec. 31, 2016, the same timeframe as previously committed. Microsoft and LinkedIn will host a joint conference call with investors on June 13, 2016, at 8:45 a.m. Pacific Time/11:45 a.m. eastern time to discuss the transaction in detail.

    (Source: Microsoft Media Release)

  • Microsoft to acquire LinkedIn for USD 26.2 billion

    Microsoft to acquire LinkedIn for USD 26.2 billion

    MUMBAI: What comes as a major development in the technology and social media space, tech giant Microsoft has announced its plan to acquire LinkedIn, the social network that connects professionals by the end of this financial year. The company will buy LinkedIn’s shares priced at $196 in an all cash transaction amounting the acquisition to $26.2 billion, which includes LinkedIn’s liquidity as well.

    The acquisition will not affect LinkedIn’s branding, work culture and independence, with its CEO Jeff Weiner retaining his position and reporting to Microsoft CEO Satya Nadella.

    “The LinkedIn team has grown a fantastic business centered on connecting the world’s professionals,” Nadella has said at a press conference announcing the development. “Together we can accelerate the growth of LinkedIn, as well as Microsoft Office 365 and Dynamics as we seek to empower every person and organization on the planet,” he added.

    In the past one year LinkedIn has shown great growth trajectories ranging around 19 percent growth year over year (YOY) and expanded its network base to more than 433 million members worldwide. The social media platform had released a new mobile friendly version and acquired learning platform Lynda.com to add to its services.

    “Just as we have changed the way the world connects to opportunity, this relationship with Microsoft, and the combination of their cloud and LinkedIn’s network, now gives us a chance to also change the way the world works,” Weiner said, supporting the acquisition. “For the last 13 years, we’ve been uniquely positioned to connect professionals to make them more productive and successful, and I’m looking forward to leading our team through the next chapter of our story.”

    “Today is a re-founding moment for LinkedIn. I see incredible opportunity for our members and customers and look forward to supporting this new and combined business,” said LinkedIn co founder Reid Hoffman . “I fully support this transaction and the Board’s decision to pursue it, and will vote my shares in accordance with their recommendation on it.”

    To carry this high profile M & A forward, Morgan Stanley is acting as exclusive financial advisor to Microsoft, and Simpson Thacher & Bartlett LLP is acting as legal advisor to Microsoft. On the other hand Qatalyst Partners and Allen & Company LLC are acting as financial advisors to LinkedIn, while Wilson Sonsini Goodrich & Rosati, Professional Corporation, is acting as legal advisor.

    Microsoft will finance the transaction primarily through the issuance of new indebtedness. Upon closing, Microsoft expects LinkedIn’s financials to be reported as part of Microsoft’s Productivity and Business Processes segment. Microsoft expects the acquisition to have minimal dilution of ~1 percent to non-GAAP earnings per share for the remainder of fiscal year 2017 post-closing and for fiscal year 2018 based on the expected close date, and become accretive to Microsoft’s non-GAAP earnings per share in Microsoft’s fiscal year 2019 or less than two years post-closing.

    In addition, Microsoft also reiterated its intention to complete its existing $40 billion share repurchase authorization by Dec. 31, 2016, the same timeframe as previously committed. Microsoft and LinkedIn will host a joint conference call with investors on June 13, 2016, at 8:45 a.m. Pacific Time/11:45 a.m. eastern time to discuss the transaction in detail.

    (Source: Microsoft Media Release)

  • Exide Insurance stresses need of second income

    Exide Insurance stresses need of second income

    NEW DELHI: A new digital campaign by Exide Life Insurance aims at projecting the need for a second income in a very simple way using two interesting situations.

    The video-led #IncomeKaTopUp launched across social media relates to the Exide Life Income Advantage Plan.

    The campaign shows two sets of friends planning a much longed for holiday, banking on their annual salary increment. And when that increment isn’t satisfactory, the videos show there is still a way to make that holiday happen with #IncomeKaTopUp without being subjected to ups and downs of annual increments.

    The campaign in its first week has already generated a lot of interest from the core Target Audience. The videos have received over 1 million views across Facebook, Youtube and Twitter.

    #IncomeKaTopUp helps these friends fulfill their holiday dream.

    Income Ka Top Up – Photo Tour

    Income Ka Top Up – Scuba Diving

    Exiide Marketing and Direct channel director Mohit Goel said, “The message integrates perfectly with our mission of helping Indians prepare financially for a long and happy life. It is a universal fact that a little extra is always welcome. And this maxim holds true for income more than anything else. An extra or a regular second income is like the topping on ice cream – it makes everything better. Through this campaign we want our customers to appreciate the need to plan for their #IncomeKaTopUp so that they don’t compromise on experiencing the joys of life.”

  • Exide Insurance stresses need of second income

    Exide Insurance stresses need of second income

    NEW DELHI: A new digital campaign by Exide Life Insurance aims at projecting the need for a second income in a very simple way using two interesting situations.

    The video-led #IncomeKaTopUp launched across social media relates to the Exide Life Income Advantage Plan.

    The campaign shows two sets of friends planning a much longed for holiday, banking on their annual salary increment. And when that increment isn’t satisfactory, the videos show there is still a way to make that holiday happen with #IncomeKaTopUp without being subjected to ups and downs of annual increments.

    The campaign in its first week has already generated a lot of interest from the core Target Audience. The videos have received over 1 million views across Facebook, Youtube and Twitter.

    #IncomeKaTopUp helps these friends fulfill their holiday dream.

    Income Ka Top Up – Photo Tour

    Income Ka Top Up – Scuba Diving

    Exiide Marketing and Direct channel director Mohit Goel said, “The message integrates perfectly with our mission of helping Indians prepare financially for a long and happy life. It is a universal fact that a little extra is always welcome. And this maxim holds true for income more than anything else. An extra or a regular second income is like the topping on ice cream – it makes everything better. Through this campaign we want our customers to appreciate the need to plan for their #IncomeKaTopUp so that they don’t compromise on experiencing the joys of life.”

  • PNB MetLife gives a light hearted touch to ‘life insurance’ with LifeMeinTwist

    PNB MetLife gives a light hearted touch to ‘life insurance’ with LifeMeinTwist

    MUMBAI: In a country where life insurance is mostly either brushed off as a retired man’s business, or drill to get over with, or at the most, an investment tool, it becomes increasingly difficult for brands in financial services category to come forth and deliver an engaging campaign that doesn’t speak of ‘returns’, ‘services’ or ‘ease of claim settlement.’ To steer away from this clutter and make a unique brand positioning, PNB Metlife has launched their new campaign LifeMienTwist, which takes a light hearted take on the otherwise sombre topic of life insurance.

    Conceptualised by McCann Erickson and produced by Razorblade Films, with director Anwar Sayed behind the lense, the new campaign is digitally enhanced and rides on the success of its previous digital campaigns, #HappinessBuddy and #HealthForHappiness.

    PNB MetLife India strategy marketing and products director Niraj Shah said, “The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously.”

    Though a shift from the band’s usual tone of brand communication, PNB Metlife took the decision to trial a completely different take on the treatment of the campaign after going through several consumer insights surveys and analysis. Using its social media touch points as a two way communication the brand gathered that consumers tend to engage with a serious subject like ‘life insurance’ with either heavy emotions or with laughter and fun, and are not concerned about mundane specifications and details of the product.

    The #LifeMeinTwist film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. The film ends with a message that anything can happen in life at any time and it always better to be prepared.

    Through this film, the brand wants consumers to recognize the need for insurance to protect themselves and their families as ‘anything can happen in life’. While consumers are aware of this, they don’t want to even think that something unfortunate can happen to them.

    Keeping that in mind the phrase, ‘Life Mein Twist’ was singled out as the campaign message as it easy to relate to in a general situation, without preaching of preparedness for sudden death or accidents.

    Staying in tune with its core marketing strategy, for this campaign as well the brand has taken a digital first approach. Needless to say the bulk of the campaign’s marketing budget is also inclined heavily towards digital.

    On the digital only approach, Shah added, “We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response.”

    The campaign will be first rolled out digitally followed by a spot on television, though the brand will follow up with regular consumer engagement activities on social media based on this campaign.

  • PNB MetLife gives a light hearted touch to ‘life insurance’ with LifeMeinTwist

    PNB MetLife gives a light hearted touch to ‘life insurance’ with LifeMeinTwist

    MUMBAI: In a country where life insurance is mostly either brushed off as a retired man’s business, or drill to get over with, or at the most, an investment tool, it becomes increasingly difficult for brands in financial services category to come forth and deliver an engaging campaign that doesn’t speak of ‘returns’, ‘services’ or ‘ease of claim settlement.’ To steer away from this clutter and make a unique brand positioning, PNB Metlife has launched their new campaign LifeMienTwist, which takes a light hearted take on the otherwise sombre topic of life insurance.

    Conceptualised by McCann Erickson and produced by Razorblade Films, with director Anwar Sayed behind the lense, the new campaign is digitally enhanced and rides on the success of its previous digital campaigns, #HappinessBuddy and #HealthForHappiness.

    PNB MetLife India strategy marketing and products director Niraj Shah said, “The objective with this digital-only film is to try and communicate our core proposition of trying to address situations where due to uncertainties life can come to a standstill or change from here on. In our case situations could be death, deterioration of health, or milestones such as retirement. We wanted to send home the message in a manner which is not very morose or serious. We wanted to communicate it effectively but not too seriously.”

    Though a shift from the band’s usual tone of brand communication, PNB Metlife took the decision to trial a completely different take on the treatment of the campaign after going through several consumer insights surveys and analysis. Using its social media touch points as a two way communication the brand gathered that consumers tend to engage with a serious subject like ‘life insurance’ with either heavy emotions or with laughter and fun, and are not concerned about mundane specifications and details of the product.

    The #LifeMeinTwist film opens with a couple and their son walking around in a street fair and their son drags them to watch a local magic show. The magician tries to attract a larger crowd by claiming to showcase his magical prowess of transforming a human being into a pigeon and subsequently turning it back. The magician’s assistant, who is a young boy, drags the reluctant man as a volunteer. The magician transforms the man into a pigeon. Unfortunately due to a background noise of balloon bursting, the pigeon flies off before the magician can transform him again. The film ends with a message that anything can happen in life at any time and it always better to be prepared.

    Through this film, the brand wants consumers to recognize the need for insurance to protect themselves and their families as ‘anything can happen in life’. While consumers are aware of this, they don’t want to even think that something unfortunate can happen to them.

    Keeping that in mind the phrase, ‘Life Mein Twist’ was singled out as the campaign message as it easy to relate to in a general situation, without preaching of preparedness for sudden death or accidents.

    Staying in tune with its core marketing strategy, for this campaign as well the brand has taken a digital first approach. Needless to say the bulk of the campaign’s marketing budget is also inclined heavily towards digital.

    On the digital only approach, Shah added, “We consciously tried to look at changing preferences of our consumer base of today and tomorrow. A lot of people are approaching viewership in a different way. If we look at data, a third of our population is already using the internet. We wanted to test our hypothesis and roll out a digital-only campaign and check our reach. We’ve done this in the past too, and the feedback we received was good. Digital allows instant feedback which allows us to react to it quicker and then put in a response.”

    The campaign will be first rolled out digitally followed by a spot on television, though the brand will follow up with regular consumer engagement activities on social media based on this campaign.

  • Luxury brands make the most of digital ad spends

    Luxury brands make the most of digital ad spends

    MUMBAI: Since digital advertising became mainstream, if there is one sector that saw  a sea change in its media planning, it’s the luxury brands. With social media influencers, independent makeup artists, Instagramers, Youtubers and what not becoming the the new age style icons, it is not unnatural for them to call dibs in the precious ad spends.

    Now that there are so many channels of communication at the brands’ disposal, the bifurcation of annual marketing is far beyond the straightforward split in print, OOH and television. Brands are exploring content branding and native advertising with partnerships with well known publishers, putting up content in brand owned platforms and of course, the social media. This shift from traditional to unconventional was drastic and needless to say, so was the change in planning for the brands.

    Looking at the broader picture in the market, between 2014 and 2015 the expenditure on luxury goods advertising — such as luxury automotive, fragrances & beauty, fashion & accessories, and watches & jewellery — saw a major setback dipping down to 1.9 per cent growth rate in 2015, partially due to advertisers reaction to the unrest in BRICS nations, as per ZenithOptimedia’s Luxury Adspend Forecast, which is a collaboration  Zenith’s Worldwide Publications Team and Zenith France

    “Adspend shrank by 1.4 percent in Asia and by a massive 20.3 percent in Eastern Europe, mainly as the result of the oil crisis and rouble devaluation in Russia, but the global total was buoyed by strong growth in North America (3.6 percent) and Western Europe (4.7 percent),” read the report.

    The latest 2016 report however shows a slow but positive recovery of the luxury ad spends in Asia to 2.9 percent, pulling the overall global growth in ad spends to 3 per cent.  “The decline in Eastern Europe slows to 2.8 percent. North America will stay strong, with 3.9 percent growth, but Western Europe will slip back to 1.7 percent. Overall we forecast 3.0 percent growth in luxury ad spend across our top 18 markets in 2016,” the report adds.

    The 18 markets are China, Colombia, France, Germany, Hong Kong, Italy, Malaysia, Mexico, the Netherlands, Peru, Russia, Singapore, South Africa, South Korea, Spain, Taiwan, the United Kingdom and the United States of America.
     
    The figures in the report however clearly point at the slow rate at which  luxury advertising is growing as opposed to all other categories.

    “Across our top 18 markets, luxury advertising grew by 2.9 percent in 2014, compared to 5.6 percent for advertising as a whole, and 1.9 percent in 2015 (compared to 4.1 percent). We forecast this underperformance to continue, with luxury advertising growing 3.0 percent in 2016 compared to 4.5 percent growth across all categories,” the report further pointed out.

    While many factors can be listed for the underperformance of the category, several industry experts find it unfair that luxury advertising be compared to other categories as it works on a completely different set of marketing rules.  As senior brand consultant and business strategist Harish Bijoor puts it, “True luxury is never advertised as luxury is meant to be exclusive. Therefore expect the luxury ad spends in traditional marketing mediums to grow won’t be correct. Luxury advertising is always meant to be a nano-niche of mass advertising. “

    “Most luxury brands’ marketing budget should not go in their top line advertising but in below the line work. Some brands also spend a lot on direct marketing or one is to one communication with specific clients. A fair bit of money goes into all that,” Bijoor added.

    Dentsu Aegis Network South Asia CEO and chairman Ashish Bhasin on the other hand sounds comparatively more optimistic of the category’s performance, especially in India. Quoting a study done by Carat, Bhasin shares, “Don’t know about Asia, but the growth of luxury brands’ ad spends in India was more than 15 per cent in the last one year as per Carat’s estimates. Moreover, retail is a very important aspect of luxury goods marketing, and as the retail situation in India improves and as the FDI mandate loosens up allowing international brands to open single owner stores in cities, the industry will see a boom.”

    Regardless of the difference in perspective on the performance of the category and its contribution to the overall advertising spends, all media stakeholders unanimously agree that the category has more scope to grow with digital media, albeit in different forms.

    “Digital is definitely a great medium because every consumer of luxury brand is mostly fully and completely digital; owns a smartphone, is on more than one digital device and screen, etc. Therefore targeting consumers who can afford to pay premium using digital is definitely a smart play,” shared Bhasin.

    In fact, as per the current Luxury Advertising Expenditure Forecasts by ZenithOptimedia, “Digital advertising is by far the biggest contributor to the growth in luxury advertising, growing consistently at double-digit rates. We expect digital media ad spend by luxury advertisers to increase by USD 837 millon between 2015 and 2017. Over this period, television, radio and cinema will increase by a total of USD 26m between them; outdoor will shrink by USD 10million; and print will shrink by U$150 million”

    Elaborating his point on below the line advertising, Bijoor too emphasised on the growing importance of digital for the sector. “Apart from digital advertising, below the line advertising on digital has proven helpful for luxury brands to grow their market, where bloggers and social influencers are handpicked to make oblique reference of the brand, or wear it themselves which leads to social media conversations and buzz around the internet.”

    While mix media campaigns, promotions leveraged by social media influencers are popular amongst the Christian Diors, Guccis, Tiffanys and the Pradas of the world, not all of them are commercial deals. Meaning not all promotions are paid for by the brands  and thus doesn’t require any marketing budget allotment.

    Popular online style icon Hanadi Merchant who runs the fashion blog style DesiHighstyle.com frequently gets requests from brands like Gucci, Dolce and Gabbana and more, but without any commercial deal in place. “I regularly work with Dior and Gucci, but it is not a paid thing. I do shoots for their product and talk about it in my blog and wear their accessories as well, but there is no commercial deal in place. International luxury brands don’t do such deals in India I think,” Merchant shared.

    When pointed out the fact that these brands spends millions of dollars into advertising their product for the right promotion and visibility, Merchant asserted that her international counterparts do make hefty sums of money through these native advertising efforts, although ‘those bloggers are in a different league altogether.”

    Merchant is also trying out a few Indian high end brands and if things work out well, she would consider a paid deal with the brands. While paid blog articles and social media influence is an ongoing concept in India, due to lack of regulation and monitoring it is hard to estimate how much money is going into these BTL advertisements. As the lines of advertising continue to blur in this market, digital would continue to grow as a preferred medium for communication for luxury brands.

     

  • Luxury brands make the most of digital ad spends

    Luxury brands make the most of digital ad spends

    MUMBAI: Since digital advertising became mainstream, if there is one sector that saw  a sea change in its media planning, it’s the luxury brands. With social media influencers, independent makeup artists, Instagramers, Youtubers and what not becoming the the new age style icons, it is not unnatural for them to call dibs in the precious ad spends.

    Now that there are so many channels of communication at the brands’ disposal, the bifurcation of annual marketing is far beyond the straightforward split in print, OOH and television. Brands are exploring content branding and native advertising with partnerships with well known publishers, putting up content in brand owned platforms and of course, the social media. This shift from traditional to unconventional was drastic and needless to say, so was the change in planning for the brands.

    Looking at the broader picture in the market, between 2014 and 2015 the expenditure on luxury goods advertising — such as luxury automotive, fragrances & beauty, fashion & accessories, and watches & jewellery — saw a major setback dipping down to 1.9 per cent growth rate in 2015, partially due to advertisers reaction to the unrest in BRICS nations, as per ZenithOptimedia’s Luxury Adspend Forecast, which is a collaboration  Zenith’s Worldwide Publications Team and Zenith France

    “Adspend shrank by 1.4 percent in Asia and by a massive 20.3 percent in Eastern Europe, mainly as the result of the oil crisis and rouble devaluation in Russia, but the global total was buoyed by strong growth in North America (3.6 percent) and Western Europe (4.7 percent),” read the report.

    The latest 2016 report however shows a slow but positive recovery of the luxury ad spends in Asia to 2.9 percent, pulling the overall global growth in ad spends to 3 per cent.  “The decline in Eastern Europe slows to 2.8 percent. North America will stay strong, with 3.9 percent growth, but Western Europe will slip back to 1.7 percent. Overall we forecast 3.0 percent growth in luxury ad spend across our top 18 markets in 2016,” the report adds.

    The 18 markets are China, Colombia, France, Germany, Hong Kong, Italy, Malaysia, Mexico, the Netherlands, Peru, Russia, Singapore, South Africa, South Korea, Spain, Taiwan, the United Kingdom and the United States of America.
     
    The figures in the report however clearly point at the slow rate at which  luxury advertising is growing as opposed to all other categories.

    “Across our top 18 markets, luxury advertising grew by 2.9 percent in 2014, compared to 5.6 percent for advertising as a whole, and 1.9 percent in 2015 (compared to 4.1 percent). We forecast this underperformance to continue, with luxury advertising growing 3.0 percent in 2016 compared to 4.5 percent growth across all categories,” the report further pointed out.

    While many factors can be listed for the underperformance of the category, several industry experts find it unfair that luxury advertising be compared to other categories as it works on a completely different set of marketing rules.  As senior brand consultant and business strategist Harish Bijoor puts it, “True luxury is never advertised as luxury is meant to be exclusive. Therefore expect the luxury ad spends in traditional marketing mediums to grow won’t be correct. Luxury advertising is always meant to be a nano-niche of mass advertising. “

    “Most luxury brands’ marketing budget should not go in their top line advertising but in below the line work. Some brands also spend a lot on direct marketing or one is to one communication with specific clients. A fair bit of money goes into all that,” Bijoor added.

    Dentsu Aegis Network South Asia CEO and chairman Ashish Bhasin on the other hand sounds comparatively more optimistic of the category’s performance, especially in India. Quoting a study done by Carat, Bhasin shares, “Don’t know about Asia, but the growth of luxury brands’ ad spends in India was more than 15 per cent in the last one year as per Carat’s estimates. Moreover, retail is a very important aspect of luxury goods marketing, and as the retail situation in India improves and as the FDI mandate loosens up allowing international brands to open single owner stores in cities, the industry will see a boom.”

    Regardless of the difference in perspective on the performance of the category and its contribution to the overall advertising spends, all media stakeholders unanimously agree that the category has more scope to grow with digital media, albeit in different forms.

    “Digital is definitely a great medium because every consumer of luxury brand is mostly fully and completely digital; owns a smartphone, is on more than one digital device and screen, etc. Therefore targeting consumers who can afford to pay premium using digital is definitely a smart play,” shared Bhasin.

    In fact, as per the current Luxury Advertising Expenditure Forecasts by ZenithOptimedia, “Digital advertising is by far the biggest contributor to the growth in luxury advertising, growing consistently at double-digit rates. We expect digital media ad spend by luxury advertisers to increase by USD 837 millon between 2015 and 2017. Over this period, television, radio and cinema will increase by a total of USD 26m between them; outdoor will shrink by USD 10million; and print will shrink by U$150 million”

    Elaborating his point on below the line advertising, Bijoor too emphasised on the growing importance of digital for the sector. “Apart from digital advertising, below the line advertising on digital has proven helpful for luxury brands to grow their market, where bloggers and social influencers are handpicked to make oblique reference of the brand, or wear it themselves which leads to social media conversations and buzz around the internet.”

    While mix media campaigns, promotions leveraged by social media influencers are popular amongst the Christian Diors, Guccis, Tiffanys and the Pradas of the world, not all of them are commercial deals. Meaning not all promotions are paid for by the brands  and thus doesn’t require any marketing budget allotment.

    Popular online style icon Hanadi Merchant who runs the fashion blog style DesiHighstyle.com frequently gets requests from brands like Gucci, Dolce and Gabbana and more, but without any commercial deal in place. “I regularly work with Dior and Gucci, but it is not a paid thing. I do shoots for their product and talk about it in my blog and wear their accessories as well, but there is no commercial deal in place. International luxury brands don’t do such deals in India I think,” Merchant shared.

    When pointed out the fact that these brands spends millions of dollars into advertising their product for the right promotion and visibility, Merchant asserted that her international counterparts do make hefty sums of money through these native advertising efforts, although ‘those bloggers are in a different league altogether.”

    Merchant is also trying out a few Indian high end brands and if things work out well, she would consider a paid deal with the brands. While paid blog articles and social media influence is an ongoing concept in India, due to lack of regulation and monitoring it is hard to estimate how much money is going into these BTL advertisements. As the lines of advertising continue to blur in this market, digital would continue to grow as a preferred medium for communication for luxury brands.

     

  • Rajdeep Sardesai clarifies Twitter hiatus

    Rajdeep Sardesai clarifies Twitter hiatus

    MUMBAI: Indiantelevision got in touch with Rajdeep Sardesai for clarifications regarding his exit from online social networking site Twitter. The popular news anchor explained, “There are multiple reasons behind doing this. I think my account has been hacked. Why will I put such negative and harsh comments about myself on social media? For now, I am on a Twitter detox mode. Let my company decide if I should operate through our official handle or wait for some time for further clarifications. I have already sent a complaint to Twitter and have requested it to look at this”.

    On Saturday afternoon at around 3:19 pm Sardesai alleged that his Twitter account had been hacked by someone. He tweeted, “How low will some people now stoop to? Hack my account? Put out false messages? When will this end? Time to disable account. Enough is enough”.

    The veteran journalist has often complained that he and his wife Sagarika Ghosh are constantly harassed by Twitter trolls, whenever they post their opinions against any political party or the government.

  • Rajdeep Sardesai clarifies Twitter hiatus

    Rajdeep Sardesai clarifies Twitter hiatus

    MUMBAI: Indiantelevision got in touch with Rajdeep Sardesai for clarifications regarding his exit from online social networking site Twitter. The popular news anchor explained, “There are multiple reasons behind doing this. I think my account has been hacked. Why will I put such negative and harsh comments about myself on social media? For now, I am on a Twitter detox mode. Let my company decide if I should operate through our official handle or wait for some time for further clarifications. I have already sent a complaint to Twitter and have requested it to look at this”.

    On Saturday afternoon at around 3:19 pm Sardesai alleged that his Twitter account had been hacked by someone. He tweeted, “How low will some people now stoop to? Hack my account? Put out false messages? When will this end? Time to disable account. Enough is enough”.

    The veteran journalist has often complained that he and his wife Sagarika Ghosh are constantly harassed by Twitter trolls, whenever they post their opinions against any political party or the government.