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Tag: WatConsult

  • #MainFarkNahiKarta, says Tata Green Batteries & WATConsult’s new campaign

    #MainFarkNahiKarta, says Tata Green Batteries & WATConsult’s new campaign

    MUMBAI: Tata Green Batteries has come out with a new digital campaign titled #MainFarkNahiKarta to mark the revamp of its product line.

    Centering around the theme of Naye India Ki Nayi Battery, the campaign designed by WATConsult aims to reach out to every Indian by portraying the importance of celebrating each other’s differences rather than discriminating because of them. Through its previously launched campaigns including #IndiaKiBattery, Tata Green Batteries has strived to highlight and commemorate a changing India. This time around too, it’s building on the same premise to promote the brand’s ethos.

    The campaign comprises a digital video commercial, which, apart from Hindi, has been launched in three other languages – Tamil, Malayalam and Telugu. This will help extend the brand’s reach manifold and stay thoughtful to the diversity of the Indian audiences. Having kicked off with intriguing teasers, the campaign also includes online contests, providing a platform to the viewers to express their opinions on the brand’s new catchphrase #MainFarkNahiKarta. Additionally, to strengthen the communication objective, live interactive sessions with senior management have also been arranged.

    Tata Green Batteries CEO Ravi Gupta said: “This concept revolves around the philosophy of equal rights for every Indian. It also entails that we believe in One Nation. Similarly, we don’t differentiate amongst our customers; we treat all of them as equal and serve them with the same passion, zest and energy every day, every time. Which is why we like to say #MainFarkNahiKarta.”

    WATConsult CEO Heeru Dingra added, “#MainFarkNahiKarta takes a sentimental approach to effectively put across the brand’s ethos of moving towards a new India. Presenting some highly relatable nuances from our day-to-day lives, the campaign salutes all those who do not discriminate on any basis by simply showcasing some small yet big differences that usually go unnoticed by each one of us.”

    The brand has a wide range of categories that it caters to. These include 2W, Tractor, PV and CV. The campaign, with its inclusive attributes, appropriately targets all these lines-of-business.

  • Tata Motors, dentsu Play targets premium subscribing OTT audiences

    Tata Motors, dentsu Play targets premium subscribing OTT audiences

    NEW DELHI: The rising trend of cord cutters and streaming surpassing cables, in many economies, has brought with it a new challenge for the advertising sector – that of reaching the audience behind the OTT paywall.

    With the changing audience behavior and a dramatic increment in over-the-top (OTT) subscriptions, the segment has emerged as one of the most engaging format for digital content consumption during the lockdown. OTT is no longer a niche but a mass market.

    In an effort to plan for activating OTT, audiences from premium platforms such as Netflix, dentsu Play partnered with WATConsult on Tata Motors. It has pioneered a unique solution to target premium, behind the paywall OTT audiences on platforms outside of the OTT through industry first integrations using first-party and second-party data partnerships.

    Earlier this year, in January 2020, Tata Motors launched its electric vehicle, ‘Nexon EV’, pioneering the EV segment in India. As a result, dentsu Programmatic’s unique solution delivered an astounding 3X higher CTR than regular display campaigns. It also achieved an 81 per cent higher qualified lead ratio and a deramatic improvement in leads. The ability to enrich OTT audiences beyond their native platforms has resulted in a dramatic success for the brand and proposition to the Industry.

    Tata Motors head – sales, marketing and customer care, electric vehicle business unit Ramesh Dorairajan said, “The great reset has highlighted several audience trends that will help us enhance our overall brand reach. The increase in OTT content consumption has transformed the way people consume content. This unique data-driven approach from dentsu Programmatic has opened up additional avenues for us to interact, particularly with the audience behind the paywall, while creating a phenomenal impact on our campaign performance as we pioneer an industry-first approach.”

    “With our industry first partnerships and integrations enabling insights from platforms such as Netflix, Amazon Prime Video, Zee5 and large players in the sector, coupled with our proprietary technology, dentsu Programmatic is proud to have unearthed a unique way to drive business success for clients wishing to target OTT audiences. Using Machine Learning at its core, coupled with intelligence from platforms such as Facebook and Google, we aspire to deliver many such industry leading solutions to common client challenges,” added dentsu international CEO, dentsu Programmatic and chief data officer (south Asia) Gautam Mehra

    Read more news on Tata Motors

    WATConsult CEO Heeru Dingra said, “As OTT platforms grow and evolve at an exponential rate, they seem to emerge as one of the key focus areas for brands as well as marketers. Therefore, dentsu Programmatic’s tool to effectively tap those audiences has efficiently helped us in actioning a campaign for our brand Tata Nexon EV. From targeting the right set of audiences to creating awareness about the brand and attaining the right amount of consideration, it delivered some remarkable results for the brand.”

  • Tata Motors’ digital campaign vocalising the need for local

    Tata Motors’ digital campaign vocalising the need for local

    MUMBAI: Tata Motors, India’s leading auto brand in association with WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, today announced the launch of ‘Atmanirbharta by Tata Motors’ – a digital campaign highlighting the existence of localisation. Designed and conceptualised by WATConsult, this campaign has been released ahead of the glorious occasion of India’s 74th Independence Day and emphasises on the meaning of ‘Atmanirbharta’ or self-reliance for individuals and the nation as a whole.

    Solidifying the brand’s stance for the ‘Vocal for Local’ initiative, the campaign is headlined by a video, which begins with a very young boy named Rohan shown seated in the rear seat of a Tata Nexon, while his father is driving him across the town. The son inquisitively asks his father, “Atmanirbharta kya hoti hai?” i.e. “What does Atmanirbharta mean?”. By showing a range of occupations to his son, the father makes him understand that Atmanirbharta means being self-reliant in all aspects of life and that it applies to people from all walks of life – be it a toymaker, bangle vendor, scientist or an engineer from ISRO, who sequentially appear in the film. The video ends with the display of Tata Motors’ New Forever range near a hoisted Indian flag, exemplifying the Company’s ability to deliver best in class products that cater to the local needs & tastes while evolving with time and being ever popular with customers. 

    Adding to the above, ‘Atmanirbharta by Tata Motors’ highlights that reaching the goal of being self-reliant is not an individualistic responsibility, but a collective one that falls on the shoulders of the entire country. 

    Tata Motors passenger vehicle business unit head marketing Vivek Srivatsa said, “Tata Motors has always been known as an automotive brand that is a flag bearer for products that caters to the Indian customer. Our cars are manufactured locally and provide world-class design, safety and driving pleasure to all. We are proud to be at the forefront of the conversation of being ‘Vocal for Local’. This campaign is our tribute to all the people and the homegrown businesses in India who make our country what it is. I am glad that both Tata Motors and WATConsult took this opportunity to emphasise on this message, and thereby in our own small way, we want to encourage the nation to understand a few aspects of being ‘Atmanirbhar’. Through the ‘Atmanirbharta by Tata Motors’ campaign, we want to steer relevant conversation around the subject by sharing our perspective, while encouraging our customers and the country to work towards this overarching goal.”

    WATConsult CEO Heeru Dingra added, “We are happy to have extended our relations with Tata Motors to curate a concept on a topic that is so relevant in today’s time. The idea was to promote and appreciate the concept of ‘Atmanirbharta’, which is becoming a necessary trait and a motto for our nation. While the animation makes the video more endearing, the narrative seamlessly portrays the potential that India drives, in terms of talent, power and various other aspects, in today’s age. With this video, we are confident that we will be able to help each one of us understand the importance of being self-dependent along with respecting all the workers from different strata of life who are in their own way making our nation self-reliant.”

    This campaign’s concept takes an adaptive approach by using an animated video for the film as a substitution for a live action version, keeping into consideration the ongoing need for physical distancing. Initially launched in our national language – Hindi, this video will also be translated in English and multiple other regional languages to create a nationwide resonance. 

    Click here to watch the full video – Atmanirbharta by Tata Motors

  • WATConsult, Pigeon India launch #StandByNursingMoms campaign breastfeeding week

    WATConsult, Pigeon India launch #StandByNursingMoms campaign breastfeeding week

    NEW DELHI: Aiming to simply extend the brand's support towards nursing mothers, who go through emotional upheaval and uncertainty during this phase of their lives, the campaign was executed as an online social experiment. The central video piece for the campaign was taken live across the social media platforms, showcasing three new mothers from the ages of 28-36.

    Initially talking about the adjectives that are generally associated with breastfeeding and motherhood, they then delved deeper into how it actually feels to be a nursing mom and the negative feelings of anxiety, discomfort, etc that naturally arise out of this experience. They also highlighted that support from their loved ones and care for their child’s health are largely responsible in helping them overcome these feelings and regain a positive outlook.

    Furthering the campaign, the brand collaborated with mom influencers, who opened up about their breastfeeding journeys and everything that helped them along the way to flip those negative feelings. This campaign is just a step towards normalizing the varied emotions a new mom goes through, not all of which are positive and rewarding.

  • WATConsult finds 70% of internet users to access in local languages by Dec 2020

    WATConsult finds 70% of internet users to access in local languages by Dec 2020

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse & Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography.

    Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands.

    This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming, and short-and-long-format content, amongst others. For a deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc.

    Below are the key findings of the report: 

        By December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.

        A majority of Indians prefer watching content around food, entertainment and education in their local language.

        Video content on technology, gadgets, fashion, and sports are preferred to be consumed in English.

        57% of the audiences watch online videos several times a day. YouTube is the most used application to watch and consume online video content, followed by Hotstar     and JioTV.

        There has been a great transition in the music streaming market with the advent of global players like Spotify, YouTube Music, and others. The audiences prefer     listening to music in their local or regional languages because it builds an emotional connect.

        While browsing on social media platforms, more than one-fourth of the users like to consume content related to memes, videos, images, etc. in their local language.
        More than one-fourth of the users feel that the search results in their local language is inaccurate.

        43% of the housewives feel that there are limited options to choose the language on online shopping websites. Lack of this local language feature does not result in a suitable experience that the customer is looking for.

    Speaking on the report WATConsult CEO Heeru Dingra said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”

    The report can be viewed on: (https://www.watconsult.com/watinsights/local-language/)and is available for download at Rs. 999.

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  • WATConsult bags e-commerce mandate for Meyer Vitabiotics

    WATConsult bags e-commerce mandate for Meyer Vitabiotics

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the integrated e-commerce mandate for Meyer Vitabiotics. It is a part of Vitabiotics, headquartered in London. The organisation is one of the leading pharmaceutical manufacturers in the vitamin and mineral supplements category.

    As per the mandate, ecommencify, the agency’s e-commerce division will focus on scaling Wellman, the internationally acclaimed multi-vitamin and mineral brand marketed by Meyer Vitabiotics in India, across various marketplaces including Amazon and Flipkart. It will also target e-pharmacies like pharmeasy and 1mg, amongst others. It is pertinent to note here that the brand forayed into the country last year in partnership with Virat Kohli, one of India’s biggest cricket celebrities as its brand ambassador.

    With its expertise in the e-commerce sector, the agency will utilise its strategic interventions through organic and inorganic means. Furthermore, it will use creative and other media tools to enhance the brand’s footprint right from the nascent stage. This will include product listings, marketplace management and more, boosting the brand’s e-commerce journey in India. This win yet again, strengthens ecommencify’s extensive brand portfolio spread across categories like pharma, retail, FMCG, consumer goods and BFSI.

    Meyer Vitabiotics  director Uma Kalekar said, “Our parent company, Vitabiotics is UK’s No.1 Vitamin Company and has been a pioneer in providing targeted nutrition across the life stage of an individual. Brands like Wellman, Wellwoman, Perfectil, Menopace, Pregnacare, Immunace etc. are all UK’s No. 1 Supplements in their respective categories. Our company is known for innovation and our brands have been awarded the prestigious Queen’s Award for Innovation.”

    “We believe that there is huge awareness about health and nutrition in the country today. People are gradually realising it cannot be a ‘one size fits all’ approach to provide nutrition for targeted needs. Meyer Vitabiotics will play this vital role in providing targeted, gender-based nutrition to the consumers in our country. We are also proud to announce Virat Kohli as the brand ambassador for Wellman, UK’s No. 1 supplement for men. He epitomises fitness and this association will create significant awareness amongst our consumers,” she further added.

    Kalekar concluded, “Health and nutrition is witnessing a huge demand on the e-commerce platforms and this is the perfect time for us to provide them with our supplements. We believe that our products can reach numerous households with the expertise of WATConsult’s ecommencify. We are proud of this partnership which will help us in strengthening our e-commerce journey.”

    WATConsult CEO Heeru Dingra said, "Vitabiotics has numerous differentiated brands in its fold providing targeted supplementation, which indeed has a huge potential on the e-commerce platforms. And, with the health and nutrition market growing exponentially year on year, it will be our endeavor to help the brand amplify its presence in the Indian market. Our goal would be to help the brand resonate with the Indian audience, enabling it to make its presence felt in a substantial way. With such a highly influential youth icon, Virat Kohli on board, we are excited about the prospects of this partnership.”

  • WATConsult partners with MindPeers to ensure mental well-being of employees

    WATConsult partners with MindPeers to ensure mental well-being of employees

    MUMBAI: Focusing on the mental well-being of employees is the need of the hour. Considering this as its highest priority, WATConsult has partnered with MindPeers a holistic science-based mental health tech platform. The brand is known to extend qualitative, affordable and measurable mental wellness services to organisations. Utilising these services, the agency aims to provide personalised solutions, mindful consultancy, and support to its team.

    Along with imposing some unforeseen challenges, the current Covid2019 outbreak has indeed accelerated mental health crisis across the globe. As India witnesses a considerable surge in such cases every month, there seems to be a dire need for organisations to take up the cause at priority. Uncertainty, lack of facts, unawareness and stigma are the few causes that lead to a consistent increase in stress amongst employees. Unfortunately, mental ill-health is speculated to be the ‘next wave’ of the pandemic. Therefore, WATConsult not only aims to initiate this tie-up for a specific time but also, intends to let its employees use these services till the end of this year.

    Speaking on the association, WATConsult CEO Heeru Dingra said, “This global pandemic has created a three-fold crisis – health, economic and psychological, leaving people around the world anxious and fearful. Thus, to function at the best of their capacity, it is quite necessary to keep up the spirit, both mentally and physically. Though people need to be assured about their jobs and a healthy living environment, they also essentially require a way to adopt a positive mindset amidst this chaos. This association is a step toward that direction.”

    MindPeers.co founder Kanika Agarwal added, “We believe that workplaces making mental wellness of their employees a priority is the ‘new normal’ and is here to stay forever. MindPeers is a recently launched platform providing qualitative, affordable, and measurable mental wellbeing services including therapies for consumers and organizations. In the last two months, our business has grown by about 146 per cent with a lot of corporates and organisations reaching out to us for our tech-based Employee Assistance Program. Our partnership with WATConsult is quite refreshing and a unique one. As a mental well-being service provider, we certainly need more such organisations like WATConsult who are progressive and are not shying away from accepting the new normal in the literal sense. There is no better way to support your employees than accepting their overall wellness and becoming a part to improve it every day.”

    Since the start of the lockdown, the agency has been conducting regular motivational talks in tandem with other informative sessions every week. Every Wednesday is dedicated to mindfulness wherein doctors or experts from the industry share ideas, experiences and conduct workshops around mental well-being. To name a few, they have hosted sessions by Dr Aditi Govitrikar, a well-known wellness expert and counselor, who addressed the employees on keeping a positive perception during the current crisis. Aarti Asrani, a consciousness coach, a bestselling author, psychotherapist and a TED speaker, guided WATizens to lead a healthier and a happier life naturally; and Anaida Parvaneh, an Indian performer, director, producer, playback singer turned chef and healer, conducted a meditation session for all.

    This partnership with MindPeers enables the agency to further allow its employees to seek professional help by booking one-on-one sessions with specialists. These sessions will be conducted twice a week and will adhere to the privacy protocols set between the counselor and the employee.

  • WATConsult wins e-commerce mandate for Nobel Hygiene

    WATConsult wins e-commerce mandate for Nobel Hygiene

    Mumbai: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the e-commerce duties for Nobel Hygiene, India’s first and leading makers of adult diapers. For the record, the company owns the adult diaper brand – Friends, the baby diaper brand – Teddyy, and the first sanitary pad designed for women with heavy flow – RIO.

    The account will be handled by the agency’s e-commerce division, ecommencify. This win further expands ecommencify's portfolio, which includes over 30 brands spreading across categories like pharma, retail, FMCG, consumer goods, BFSI and more.

    As per the mandate, the agency will be responsible for handling the brand’s full-funnel strategy. It will also consult on operations and manage e-commerce performance for Nobel Hygiene’s brands across all e-commerce platforms like Amazon, Flipkart and 1-mg, amongst others. With e-commerce poised to grow in India, the brand believes that this is the right time to scale up this important channel of supply with the award-winning e-commerce vertical of WATConsult.

    Nobel Hygiene VP — marketing and commerce Kartik Johari said, “We are excited to consolidate our e-commerce operations with WATConsult. Diapers are unique in e-commerce due to repeat purchases and the volumetric nature of the product. We look forward to leveraging WATConsult's unique ecommencify services and to sustain high double-digit growths across our online partners.”

    WATConsult CEO Heeru Dingra added, “We are delighted to welcome one of the highly acclaimed Indian home-grown brand's extensive bouquet into our client roster. With diaper market witnessing rapid growth in our country, we look forward to assisting Nobel Hygiene in expanding its e-commerce footprint across the Indian market. With creative and strategic use of technology and other tools, we intend to help the brand in leveraging the e-commerce platforms in the best possible way.”

    Since its inception in 2001, Nobel Hygiene has made a name for itself as a leading manufacturer and supplier of personal hygiene products. It is one of India’s number one adult and baby diaper manufacturers. All its products cater to the requirements of the health industry as well as adhere to the international norms. With its high-quality offerings, the brand aims to create a safer and healthier environment during various stages of human life. Widely acknowledged for high absorbency, skin-friendliness and comfort, the brand's product range includes Adult Diaper Pants, Nappy Pads, Baby Diapers, Wet Wipes, Underpads, Maternity Pads & Wipes and more.