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Tag: Syska Group

  • Brands align their festive calendar as IPL 14 resumes

    Brands align their festive calendar as IPL 14 resumes

    Mumbai: The 14th edition of the Indian Premier League (IPL) 14 finally resumed on Sunday with Chennai Super Kings (CSK) beating Mumbai Indians (MI) in the first match. The cricket bonanza, which got suspended mid-way in May due to the second wave of Covid has returned to the United Arab Emirates (UAE) yet again, with Star Sports telecasting all the live-action.

    Despite the brief hiatus, the channel has managed to board a strong lineup of broadcast and streaming sponsors for the second leg of the tournament. For broadcast partners, Star has roped Dream11, PhonePe, BYJUs, Ajio, and JioFiber as ‘co-presenting’ sponsors and Bingo, Kamla Pasand, Mutual Funds Sahi Hai, Asian Paints, CRED, Prime Video, Dairy Milk, Thums Up, Garnier Men, and Upstox as ‘associate’ sponsors.

    Its streaming partners include Dream11 as ‘co-presenting sponsor’; Vimal Pan Masala and Upstox are ‘powered by’ sponsors; and Unacademy, PhonePe, Mutual Funds Sahi Hai, Livespace, Swiggy, Amazon.in, Volkswagen, and Fresh To Home have joined as ‘associate’ sponsors.

    There is Deja-vu, as the celebrated cricket league is once again being held in the second half of the year coinciding with the festive season. Advertising spends traditionally see a surge twice in the calendar year coinciding with the IPL in H1 during March-May and with the festive season in H2 between September-November.

    Many strategic factors determine brand associations with the IPL. Some brands want to piggyback on the enormous reach garnered by the T20 series. Others may associate with the tournament because it fits the brand ethos. There is a multitude of industry-related factors that marketers take into consideration. For example, food delivery brands associate with IPL because average order volumes generally spike when cricket matches are being played.

    The timing of the IPL is another important factor to consider. For example, beverage brands which are traditionally one of the top advertisers on IPL, associate with the sports property because it coincides with the peak summer months. Similarly, paint brands also associate with IPL as many consumers plan to paint their homes during summer before the monsoon begins.  

    According to the data provided by TAM Sports, a division of TAM Media Research, over 100 brands were advertised on the IPL 2019 and 2020 editions out of which 56 were common categories. The top advertiser categories during IPL 2019 were mobile handsets, auto, digital wallets, beverage, online gaming brands, paints, perfumes/deodorant, food/grocery delivery, pan masala, and OTT/social media brands.

    The category contribution among the top ten advertisers did not change significantly during IPL 13 with seven brands in common, however, the digital brands increased their share of overall spends. The top advertisers included mobile handsets, online gaming, digital wallets, OTT/social media, ed-tech, telecom, e-commerce, auto, pan masala, and beverage brands.

    It should be noted that the top ten advertisers of IPL 12 and 13 contributed 55 per cent and 61 per cent of ad volumes, respectively.

    Ad volumes of categories such as perfume/deodorant and air conditioners saw an obvious decline at 97 per cent and 96 per cent, respectively when IPL 13 no longer coincided with the summer season. Similarly, beverage brands also saw degrowth of 55 per cent.

    The mobile handset category, which was the top advertiser for both the 12 and 13 editions, saw an ad volume decline of 46 per cent for the 13th edition because Vivo, one of the top advertisers, was missing from the tournament. Auto advertiser’s ad volumes decreased by 54 per cent due to stress in the overall sector.

    The ad volumes for e-commerce and telecom grew tremendously by 400 per cent and 300 per cent, respectively, capitalising on the transition to digital forced by the pandemic conditions. Categories such as ed-tech, OTT/social media, and online gaming increased their ad volumes by 75 per cent, 32 per cent and 22 per cent, respectively, to ride the digital wave.

    “This phase of IPL 2021 is going to be equally big or supersede phase one in terms of ratings and revenue. The entry cost is relatively very less considering it’s a high-impact property that is coinciding with the festival period once again, hence it will be bigger for advertisers than last year. We estimate that the overall festive spends would increase by 20-25 per cent over 2020,” said Havas Media Group India, president, and national head, R. Venkatasubramanian.

    According to a study by Havas Media and YouGov, during the first leg of IPL 14 (2021), e-commerce category was the top advertiser for the tournament followed by consumer durables and the auto sector. Food delivery, online gaming, and ed-tech brands were also highly visible during the tournament.

    “Every category is going gung-ho to advertise on cricket and its offshoots. Last year, Star Sports attached a premium to inventory because IPL was creating some kind of excitement for the ecosystem. This year’s edition would definitely see an increase in revenue realisation by 10-20 per cent over last year. Advertisers won’t be deterred by the fact that the tournament has been scheduled for the second half of the year. In fact, brands will have a tougher time with recall as a lot more advertisers are fighting to be associated with IPL,”said SYSKA Group, chief marketing officer, Amit Sethiya.

  • Syska Group signs on Rajkummar Rao as brand ambassador

    Syska Group signs on Rajkummar Rao as brand ambassador

    NEW DELHI: Syska Group has roped in award-winning Bollywood actor Rajkummar Rao as the new face of the brand. Rao will work closely with the company to promote Syska products across LED and fan segments.

    After the untimely and unfortunate demise of Syska’s first-ever brand ambassador Irrfan Khan, the company was on a lookout for a dynamic brand ambassador. Rao enjoys mass appeal for his unconventional choice of movies and is one of the most versatile actors of today. He has a strong connect with urban audiences, as well as with those from Tier 2 and 3 markets, which make up the large segment of Syska’s target groups, making the actor the perfect fit to endorse the brand.

    Syska Group director Rajesh Uttamchandani said, “We are extremely excited to have Rajkummar Rao as the new face of the Syska Group. Rajkumar is an apt choice for the brand because of his discerning choice of work and roles which reflects a sensitive, and mature actor. We believe that our journey at Syska is mirrored in his work.”

    Rajkummar Rao said, “For me, Syska is a high quality, 100 per cent homegrown brand. It is a pioneering company whose story is truly inspiring and which I relate to easily. Syska has created a niche category which is good for the country and has been making great strides in successfully convincing users to switch from traditional CFL to LED lights.”

    Under the partnership, Syska Group will launch a new ad campaign with Rajkumar focusing on LED and fans, which will be executed strategically through leading TV channels in GEC and news genres in order to reach the masses across metro, tier-2 and tier-3 cities. Its aggressive digital presence with publishers having high-traffic will further amplify the reach amongst the new-age customers and will only add to the momentum during the entire festival season right up to New Year.

  • BrandVid 2018 sees industry stalwarts discussing video marketing in depth

    BrandVid 2018 sees industry stalwarts discussing video marketing in depth

    MUMBAI: Video is the new glue fusing brands with their consumers thanks to the massive explosion in consumption on digital and handheld devices. Marketers are working overtime to understand the nuances of video storytelling, platforms ‐ social or web destinations and distribution in order to build stronger bonds between brands and their fans. 

    Brands are increasingly realising the importance of branded content and video marketing as a whole. It is no longer a one size fits all formula but rather customised content that is often native and geo-targeted. To learn and delve deeper into understanding video marketing as a crucial marketing tool, Indiantelevision.com hosted industry stalwarts at Sahara Star, Mumbai for BrandVid 2018, powered by Colors. The annual event is the ideal place for the industry to converge, discuss and ideate on the way forward for brand marketing.

    The day-long summit was held with a vision to optimise the use of video as a brand communication tool and get a better bang for the buck for all those operating in the ecosystem. BrandVid brought together publishers, broadcasters, digital platforms, agencies, technology, brands and social media outlets to share notes and best practices, exchange ideas, understand and forecast video trends and build relationships.

    The glittery event saw industry leaders from Facebook, Twitter, YouTube, Myntra, Marico, Fastrack, GroupM, VICE India, Bosch Home Appliances, Syska Group, Prajakta Koli, Miss Malini, Times Network, TVF, Onida, White Rivers Media, L'Oréal and more. 

    The conference began with a keynote from Havas Media CEO India and South Asia Anita Nayyar where she discussed at length about how digital videos have grown significantly over the past two years from mere 60 million in 2015 to an astounding 200+ million digital video reach in 2017. She also highlighted that India stands second in the global mobile traffic share and the impact of Jio saw 48 per cent drop in data prices amongst other players. She also mentioned that today, 39 per cent of the content coming out of brands is meaningless and also 55 per cent of the youth is still watching television.

    This was followed by a panel discussion on how important are branded videos to print publications and broadcasters and how are print and television media companies taking advantage of the large reach that they have through content in video format. On this, Group M business head of entertainment sports and live events Vinit Karnik said that if content is the king, distribution is god, then data is new oil that will pump up the mechanism. In the same discussion, Lokmat Media senior EVP and head of digital business Hemant Jain also noted that there is an over emphasis on data, due to which creativity is getting lost in the hype.

    Facebook, Twitter and Youtube are the social giants today but what is the play for branded videos with these giants?  What is each of them offering to brands and how do brands operate in this universe were some of the key questions that were highlighted in the next panel where YouTube India entertainment head Satya Raghavan pointed out that the best practice a brand can follow is to think like a creator rather than a brand itself.

    Speaking on the top 5 things to keep in mind for branded videos for both television and digital, Byju’s marketing head Atit Mehta highlighted that the hero of Byju’s business is the content that they create in house. An important insight that was highlighted at the session was that 75 per cent of videos played on Facebook were without sound which goes to prove that the audience is ‘looking’ at the content more rather than ‘watching' and listening to it. Hence, it is important for marketers to create more visually engaging videos. UltraTechCement brand building head Sanchita Ganguly concluded by stating that insights, respecting medium, conversation and being dynamic is important for branded video.

    In a fireside chat with Indiantelevision.com editor in chief Anil Wanvari, Vice India CEO Chanpreet Arora spoke about how brands can be at the forefront in videos and there is no need to hide brands as consumers love to be entertained.

    The event was also the appropriate venue for Vidooly to unveil a report on the rise of branded content in India that forecast that the branded content ecosystem in India is going to be worth Rs 745 crore in 2022.

    We all agree that influencers have become celebrities in themselves and they carry a brand value. The products they use, the car they drive or the mobile phone they use have at some point or the other influenced our buying decisions. Hence, investing in influencers is key to a brand. But how can broadcasters, publishers use the influencers they have to build their communities and marry them with brands to have that multiplier factor? On this panel, White Rivers Media CEO and co-founder Shrenik Gandhi said that the fundamental of influential marketing is trust whereas Loose Cannons Studio COO Gaurav Lulla added that influential marketing may not necessarily mean brand endorsement and it goes way beyond that. 

    The last session of the evening was an analysis of measuring the efficacy of videos where Legrand India head of marketing communications Laxman Tari stated that brand integration is reassuringly possible for entertainment industry and it does not work with news or current affairs. For L’Oreal India 60-70 per cent of its advertising money goes into videos. On a concluding note, the brand’s media and digital head Neel Pandya pointed out that unified measurement of TV and digital is the biggest challenge today for companies.

    For marketers there never has been a better time to create and distribute videos. But it has also never been so complicated to reach audiences. They need to remember that whatever is the format of the content, it needs to be meaningful!

  • Syska Group appoints Amitabh Bachchan as brand ambassador

    Syska Group appoints Amitabh Bachchan as brand ambassador

    MUMBAI: Syska Group, a home grown brand, which has entered the wires and cables segment in India, has recently taken Amitabh Bachchan as the brand ambassador with campaigns to kick start on television screens very soon. 

    “We can see exponential opportunities for the wires and cables business in India. The household wire segment is a Rs 12,000-crore market and the segment is expected to boom with growing demand for power and light. This is further fuelled by low penetration of organised players in the Indian market. We at Syska are committed to bring to India world class wires and cables that can cater to the masses. We will continue to contribute towards the make in India initiative of the government and are proud to generate employment under Skill India initiative,” said Syska Group director Rajesh Uttamchandani.

    It will soon make an investment of Rs 30 crore in three months towards aggressive marketing campaigns starting July 2018 for the launch of wires and cables business. The company aims to make Syska synonymous with wires and cables category like it is to LED.