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M Baazar onboards Kriti Sanon as its brand ambassador

M Baazar, one of Eastern Indias fashion retailers has announced its partnership with Bollywood actor, Kriti Sanon, as their newest brand ambassador. They have also chosen Pavail Gulati as the other new face for the brand. Known for her captivating on-screen performances and charismatic persona, she blends chic, boldness, and versatility, establishing herself as a definitive fashion icon in the Indian film industry making her an ideal choice for the brand. Expressing her excitement about the collaboration, Kriti says, When I discovered the exquisite collection at M Baazar, I was instantly drawn to its contemporary flair and fashion, which resonates perfectly with my sense of style. Pavail Gulati, known for his performances in Bollywood movies, echoed Kriti's enthusiasm, M Baazar's dedication to offering the latest trends and quality apparel is commendable. I'm thrilled to be part of a brand that exudes elegance and style. Sanjay Saraf, CMD of M Baazar, stated, We're so happy to have Kriti Sanon and Pavail Gulati join our brand. We're proud and excited about this partnership and believe it will elevate fashion to new levels. With a network of 155+ stores spanning nine Indian states, M Baazar curates a diverse range of menswear, ladieswear, kidswear, and accessories, catering to the fashion-forward generation of today. The collaboration with Kriti Sanon and Pavail Gulati is poised to elevate the brand to greater heights, setting new benchmarks in fashion and style.

Feed Burner 18 Mar 2024 6:44 pm

India drops plan to mandate approval for AI model rollout

India has decided to backtrack on a recent AI advisory that mandated tech companies to obtain government approval before releasing new AI models. The Ministry of Electronics and IT released an updated AI advisory on Friday after consulting with industry stakeholders. This revised advisory no longer requires companies to seek government approval before launching or deploying an AI model in the South Asian market. Instead, firms are encouraged to label under-tested and unreliable AI models to make users aware of their potential shortcomings. The revision comes after India's IT ministry faced criticism earlier this month from various prominent figures.Less than a year ago, the ministry had opted not to regulate AI growth, citing its importance to India's strategic interests. Although the advisory is not legally binding, the ministry stated earlier this month that it indicates the future of regulation and expects compliance from entities. According to TechCrunch , the advisory underscores that AI models must not facilitate the sharing of unlawful content under Indian law and should prevent bias, discrimination, or threats to the integrity of the electoral process. Intermediaries are encouraged to employ consent popups or similar methods to explicitly notify users about the potential unreliability of AI-generated output. The ministry maintains its focus on ensuring the easy identification of deepfakes and misinformation. Intermediaries are advised to label or embed content with distinct metadata or identifiers. The requirement for firms to develop a method to identify the originator of specific messages has been removed.

Feed Burner 18 Mar 2024 3:29 pm

Maharashtra government allows free ad film shoots on government land

Government land in Maharashtra is now open for filming movies and advertisements free of charge, according to recent reports . This move aims to promote the state as a favourable location for film production. The resolution allows for the filming of cinema, documentaries, and advertisements without any fees, subject to a streamlined clearance process. Under this scheme, filmmakers will benefit from a single-window clearance system. However, certain fees are applicable, including a Rs 40,000 security deposit for ads, Rs 1 lakh for TV serials, and Rs 2.5 lakh for films. Notably, the scheme excludes specific locations such as Mumbai's Dadasaheb Phalke Chitranagari and film cities in Kolhapur and the new film city which is under development is not covered by this scheme.

Feed Burner 18 Mar 2024 3:08 pm

Remembering Fali Vakeel, the last of the Mad Men in Indian advertising

Ad veteran and former VP of Lowe Lintas, Fali Vakeel passed on Saturday morning at the age of 71. In a LinkedIn post by MullenLowe Lintas Group, the company grieved over the veterans loss and said, Advertising loses its colour. Your wit and wisdom will forever resonate in our hearts. Your legacy at Lintas will never be forgotten. Famously known as the Last of the Mad Men in Indian advertising by his colleagues, Vakeel joined Lintas in the early 80s. Before his long relationship with Lintas, Vakeel spent a total of eight years at JWT and McCann in London. At Lintas, Vakeel headed multiple regional markets, spending 15 years leading the Bengaluru office. In 2011, he was appointed as the Chairman of the company. Even after stepping down from his role as the vice chairman of Lintas, Vakeel maintained strong ties with the agency, continuing to serve as a Trustee of its Employee Welfare Trust. People from the advertising and marketing industry took to their social media and expressed their grief:

Feed Burner 18 Mar 2024 2:51 pm

What does young India want from BFSI marketing?

BFSI is seen as a world of complex jargons and long-winded forms, and this image made us seem a little old-fashioned. But here's the thing: India is changing, and so are the people we need to serve. India is a nation brimming with youthful energy. With a median age of 28 and about 65% under 35, India's 1.4 billion population includes over 910 million millennials and Gen Z - the world's largest. This generation has grown up with the internet in the palm of their hands. They're used to instant information, on-demand services, and brands that seem to 'get' them. To truly resonate with this demographic, BFSI brands need to adopt a more conversational and empathetic approach, focusing on education, empowerment, and building trust through authentic storytelling. To effectively connect with young audiences and capture their attention, it is important for BFSI brands to first understand who they are and what they value. Some facts to consider: Millennials and Gen Z are digital natives who prioritize authenticity, transparency, and social responsibility. They are comfortable transacting online and embrace digital financial solutions. They seek brands that align with their values and are more likely to switch brands for better experiences. Young people are looking for convenience, flexibility and transparency they want brands that speak their language and products and services that are relevant to their lifestyle and goals. What does the Young Audience want? The Millennials and Gen Z desire a connection with brands and want to see themselves reflected in the messaging. They are looking for guidance on goals like buying a home, getting health insurance, funding education, or planning for the future instead of the traditional financial communication that just emphasises the products. To successfully engage with this younger India, brands must embrace innovation, authenticity, and customer-centricity. Here are some strategies to consider: Simplified Language In today's rapidly evolving digital landscape, brevity is paramount. Complex and technical jargon can alienate young audiences. If they don't comprehend what we're offering within seconds, theyll swipe away. Relatable Stories Instead of pure stats and features, tell stories they connect with. For instance, the story of a young freelancer worried about covering unexpected medical costs will resonate more than actuarial tables. Visuals that Speak Gen Z thrives on visual content. Instagram Reels and memes are more digestible than traditional text. Visuals engage rapidly and leave a lasting impression, fitting the generation's fast-paced lifestyle. The Channel Matters as Much as The Content In reaching out to a younger audience, it's essential to consider not just what you're saying but also where you're saying it. To effectively connect, it's crucial to engage them on platforms they frequent. The Power of Social Media: To effectively engage with younger audiences, it's imperative to meet them where they are, primarily on Instagram, YouTube, and other new emerging online platforms. Collaborating with relevant influencers holds significant value, as it fosters trust and authenticity that traditional corporate messaging often struggles to achieve. Gamification: Shift from dull financial lectures to interactive games or quizzes for awareness. Injecting fun and engagement fosters better retention, ensuring individuals grasp essential finance concepts effectively and enjoyably. It's About Trust, Not Just Transactions Ultimately, BFSI brands aren't just selling policies or accounts, we're selling security and peace of mind. And that kind of trust takes time to build, especially with a generation that can sometimes be wary of traditional institutions. Transparency is King & Queen Transparency is paramount when discussing financial matters and health-related decisions. Millennials and Gen Z value authenticity and are more likely to do business with brands that demonstrate honesty and integrity. Hence, clearly outlining costs, exclusions, pricing and benefits builds trust and mitigates unpleasant surprises. Whether it's financial investments or healthcare plans, upfront communication empowers individuals to make informed choices, fostering a sense of security and confidence in their decisions. Education First Transitioning from product-centric strategies, our emphasis should be on educating young audiences about the basics of budgeting, financial planning, health insurance literacy, saving, and investing to help build long-term relationships based on trust and loyalty. This approach fosters a foundation for informed decision-making down the line, empowering individuals with essential knowledge for navigating the complexities of insurance options effectively. Show the Human Side By leveraging data and technology we can deliver personalized experiences across channels. From tailored product recommendations to targeted marketing messages, customization is key to capturing the attention and loyalty of young consumers. Also, by spotlighting authentic customer experiences and testimonials, we can demonstrate our grasp of the challenges and anxieties, individuals encounter. This humanises our approach, fostering trust and showcasing our commitment to addressing real-world concerns. The Game Changers: Best Practices for Engaging Young Audiences Several BFSI companies have successfully connected with young audiences by implementing innovative strategies and marketing initiatives to empower young audiences to make informed decisions about their health and financial well-being. Partnering with the right influencers who align with your brand values and have a strong and engaged audience can also be a game-changer for BFSI brands. The younger generation trusts recommendations from the people they follow online. Collaborate with them to create content that educates and entertains think explainer videos, Q&A sessions, and even fun challenges that raise financial awareness. The marketing and communication landscape is changing. And brands have a major role to play when it comes to delivering accurate and relatable information to its audience. For example, ManipalCignas recent campaign ' Mere Choice ka Health Insurance ' targeted young audiences. In India, Health Insurance as a category typically targets families, and individuals of a certain age. Through a series of four short films focusing on a young couple aged between 25-28, the campaign spoke directly to young adults. It utilized relatable scenarios encountered during early adulthood (e.g., budgeting, self-care, responsibilities towards ageing parents) to emphasize how health insurance mitigates the financial risks of unexpected medical events. In Conclusion The dynamics of millennials and the Gen Z demographic, particularly in India, are shifting rapidly, presenting both learnings and opportunities for brands seeking to establish meaningful connections. However, connecting with a younger audience isn't a quick fix for the BFSI sector, it's a mindset change. We need to evolve how we communicate, the channels we use, and most importantly, the value we add to the lives of a generation that holds the key to our future. Through innovation, authenticity, and adopting a customer-centric approach, BFSI brands can build meaningful relationships with young consumers and position themselves for long-term success in the digital age. This article is penned by Sapna Desai , Chief Marketing Officer ManipalCigna Health Insurance. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 18 Mar 2024 12:00 pm

Vijay Jacob Parakkal becomes Managing Partner - East & South at VML

Vijay Jacob Parakkal has been appointed as the Managing Partner - East & South at VML. This comes after WPP announced the merger of Wunderman Thompson and VMLY&R into the joint entity that is now called VML. Two decades of his journey has translated into experience across Sales, Marketing, Advertising, Digital, PR, Influence, Experiential, Design, as well as Brand Management functions in organisations in India and Sri Lanka. He formerly held the position of Managing Partner - East & South at Wunderman Thompson India where he was responsible for the overall P&L management, general management, client relationships, business & talent development, cross-discipline integration as well as overall operational supervision. Prior to that, Parakkal used to be the Senior Vice President and Managing Partner, at Wunderman Thompson Kolkata. Having worked extensively in the South, including leadership roles in brands and agencies like Eveready Industries, Mudra Communications, Grey Group, Bates 141, McCann, Parakkal has partnered with clients such as Britannia, ITC Foods, 3M, UB, TVS Motors with experience in FMCG Sales and Marketing. Parakkal revealed the news of this development on LinkedIn .

Feed Burner 18 Mar 2024 11:49 am

IPL 2024: Disney Star strikes a deal with seven sponsors

Disney Star, the official broadcaster for IPL 2024, has secured sponsorship deals with seven brands ahead of the upcoming season. Among the sponsors are Dream11, Vimal, Asian Paints, Charged by Thumsup, Joy Personal Care, Dettol, and Amul. This marks a continuation of partnerships for many of these brands, as they were also associated with the channel during the previous season. Among them are Dream11, Asian Paints, and Charged by Thums Up, which were part of the sponsorship lineup. Brands such as Airtel, Cadbury Dairy Milk, Mountain Dew, and Parle Biscuits were also among the sponsors in the previous season. Disney Star is introducing features like Star Sports Hot Deals wherein viewers will have the opportunity to interact and engage with products through their second screen. This initiative opens up avenues for brands to create immersive product experiences within the Cricket Live studio, leveraging the expertise of cricket legends and talent to deepen viewer engagement. Moreover, the channel is providing a platform for budding startups through Startup Powerplay, offering concise 60-second slots for showcasing their brand or product narrative. Additionally, advertisers can enhance their brand visibility through assets such as squeeze-ups and push-backs, available for purchase on a daily, weekly, or fortnightly basis. Though the specific financial terms of these deals remain undisclosed, Disney Star has released its initial rate card. For co-presenting sponsorship on HD channels, it is seeking Rs 71 crore, while associate sponsorship is priced at Rs 35 crore. On SD channels, the figures stand at Rs 167 crore for co-presenting and Rs 83 crore for associate sponsorships. The IPL, featuring 10 teams, is set to kick off on March 22 and will run until May 26, 2024.

Feed Burner 15 Mar 2024 6:52 pm

Under Armours AI-powered ad stir controversy on Instagram

A recent Under Armour ad featuring boxer Anthony Joshua is facing backlash on Instagram after its director claimed it was the first AI-powered sports commercial. Critics argue that the ad reused others' work without credit, part of an AI hype cycle cash grab, TechCrunch has reported. Director Wes Walker posted the ad, made from existing assets and AI tools, claiming it was done in just three weeks. However, creatives quickly pointed out that much of the ad reused footage from a previous production directed by Gustav Johansson, with key contributors going uncredited. View this post on Instagram A post shared by Wes Walker (@wes_walker_) In a now-deleted comment, Walker mentioned that they had requested access to Joshua but were turned down multiple times due to limited time and budget constraints during the production of the commercial. Johansson responded, expressing concern about labelling human involvement as AI and emphasizing the importance of transparency in advertising. Walker later acknowledged this and successfully advocated for credit for themselves and others involved in the project. While he eventually added credits, the incident sparked a debate about the role of AI in creative work and the exploitation of creatives by brands. As per the report, many in the industry expressed concern that AI is being used to repurpose existing footage without proper acknowledgement or compensation, blurring the line between original creation and raw material for brands.

Feed Burner 15 Mar 2024 6:21 pm

European Union passes AI Act with comprehensive regulations

After extensive deliberations, the European Union has introduced a comprehensive set of regulations governing the utilization of AI technologies, marking a milestone globally. These regulations are poised to have extensive implications not only within the EU but also potentially setting a precedent for other nations contending with the challenges arising from the rapid evolution of AI. The AI Act seeks to achieve a delicate equilibrium between fostering innovation in the AI domain and safeguarding fundamental rights, democracy, and environmental sustainability. It adopts a risk-based framework, mandating different levels of obligations contingent upon the potential impact and risks associated with various AI applications. For instance, developers of high-risk AI products are required to conduct thorough risk assessments to ensure compliance with legal standards prior to release. Provisions The Act prohibits certain AI practices considered too hazardous or unethical. These include discriminatory biometric categorization systems based on sensitive traits like race or gender, as well as the creation of recognition databases by scraping facial images from public spaces. AI systems are also addressed as being employed for social scoring, behaviour manipulation, and exploitation of vulnerabilities. While biometric identification systems are generally forbidden in principle for law enforcement agencies, exceptions are permitted under specific circumstances. For AI applications categorized as high-risk, obligations outlined in the Act include undergoing risk assessments, maintaining comprehensive logs, ensuring transparency and accuracy, and importantly, maintaining significant human oversight. Additionally, the Act empowers EU citizens to lodge complaints about AI systems and receive explanations for decisions affecting their rights. The AI Act mandates that general-purpose AI systems and their underlying models adhere to specific transparency requirements, including compliance with EU copyright law and the publication of detailed summaries regarding the training data utilized. Moreover, for the most potent models posing potential systemic risks, supplementary safeguards such as mandatory model evaluations and incident reporting are prescribed. Additionally, the Act addresses the issue of deepfakes by requiring the labelling of content that has been artificially generated or altered. When it comes to regulating AI, India has also announced its efforts towards establishing an AI regulation framework, with Minister Rajeev Chandrasekhar indicating a potential release by June or July 2024. Future The EU AI Act is anticipated to formally transition into law around May or June of this year, following the resolution of final obstacles, including approvals from member countries. Subsequently, the stipulations of the Act will gradually come into effect. Systems employing prohibited AI practices, such as social scoring, will need to be discontinued within six months. Regulations concerning general AI applications like chatbots will take effect one year after the law's implementation. Non-compliant companies may face fines of up to 35 million or 7% of their global revenue for breaching the regulations. By mid-2026, the comprehensive regulatory framework for high-risk AI systems is projected to be fully enforced. Additionally, each EU member state will establish its own AI watchdog tasked with investigating citizen complaints of violations.

Feed Burner 15 Mar 2024 5:23 pm

Bringing back Po with nostalgia & humour: Inside Kung Fu Panda 4s marketing

Po is back, and is facing his greatest challenge yet: not a villain, but retirement. The Kung Fu Panda franchise makes a comeback after a hiatus of eight years. Speculations were rolling over the years regarding the franchises future, butafter a long haltit was announced in August 2022 that the fourth film in the franchise was in production. Although the franchise has an established fanbase, it was important to market Kung Fu Panda 4 with ingenuity lest the film series fade from public memory because of the long time. DreamWorks and Universal Pictures pulled out all the stops to ensure this new chapter is a box office success. Let's delve into Kung Fu Panda 4s multi-layered marketing strategy that's rekindling our love for the Furious Five and the Valley of Peace: Nostalgia with a Twist Remember Kung Fu Fighting by Carl Douglas? DreamWorks took a page from that playbook harnessing Jack Black's popularity as Po's voice actor. Black pleasantly surprised fans with a Kung Fu Panda-themed rendition of Britney Spears' classic Baby One More Time. This unconventional move struck a chord perfectly. Studies show that nostalgia marketing can be incredibly effective. Reminiscing about the past can evoke heightened feelings of warmth and positivity. Consequently, this emotional resonance often translates into more favorable perceptions of brands and products. This marketing move worked on multiple fronts: Black's widespread fame generated immediate excitement through celebrity endorsement; the nostalgic pull of Baby One More Time tapped into cherished childhood memories, forging a deep link to the movie; and Black's humorous interpretation offered prime material for online sharing, igniting discussions and heightening anticipation for the film. Wholesome digital approach Kung Fu Panda 4 used a multi-platform approach to make a mark in peoples minds. The franchise has an Instagram page that boasts a following of 278K. Its Instagram presence was put to good use as the posts about the movie started surfacing three months before its release. View this post on Instagram A post shared by Kung Fu Panda (@kungfupanda) View this post on Instagram A post shared by DreamWorks (@dreamworks) Engaging content on platforms like X and Instagram kept fans updated with character reveals, behind-the-scenes snippets, and the movie's world. View this post on Instagram A post shared by Kung Fu Panda (@kungfupanda) View this post on Instagram A post shared by DreamWorks (@dreamworks) View this post on Instagram A post shared by Kung Fu Panda (@kungfupanda) Leveraging the buzz around Denis Villeneuves Dune 2, Kung Fu Panda 4 released a spoof trailer of the movie titled Sand & Spice. Partnerships and brand collabs Collaboration with a handful of brands was done by the movies marketing team, with the videos featuring Jack Black and Awkwafina posted on social media. These included brands such as Kung Fu Tea, Waze, Karma and Luck, Tastemade, Fly By Jing, and other partnerships such as those with Fandango, NFL on NBC, and Buzzfeedcelebs. View this post on Instagram A post shared by Modern Spiritual Lifestyle Brand (@karmaandluck) View this post on Instagram A post shared by BuzzFeed Celeb (@buzzfeedceleb) View this post on Instagram A post shared by Kung Fu Tea (@kungfuteausa) View this post on Instagram A post shared by Kung Fu Panda (@kungfupanda) View this post on Instagram A post shared by Fandango (@fandango) View this post on Instagram A post shared by NFL on CBS (@nfloncbs) The movie also collaborated with Alexa wherein they introduced a Kung Fu Panda theme which was enabled with a particular command. View this post on Instagram A post shared by Alexa (@alexa99) White Rivers Media created a CGI-led video to promote the movie wherein Po is seen sitting on the roof of BEST bus and waving his hand. View this post on Instagram A post shared by White Rivers Media (@whiteriversmedia) Kung Fu Panda 4 also partnered with the Indian ticketing platform Paytm as well as BookMyShow to amp up the ticket sale. View this post on Instagram A post shared by Paytm Entertainment (@paytmtickets) View this post on Instagram A post shared by BookMyShow (@bookmyshowin) The cast also appeared in a video for IMDb revealing behind the scenes details. View this post on Instagram A post shared by IMDb India (@imdb_in) Director Mike Mitchell, Jack Black and Awkwafina were interviewed by Sucharita Tyagi for PVR cinemas, who revealed details from the movies production. View this post on Instagram A post shared by PVR Cinemas (@pvrcinemas_official) Universal Pictures India conducted a special screening of the film in Mumbai and launched a contest for fans to be a part of it. View this post on Instagram A post shared by Universal Pictures India (@universalpicturesindia) As the Dragon Warrior returns to the silver screen, Kung Fu Panda 4's marketing seems to have achieved its mission: to reignite the flame of nostalgia while infusing it with fresh humor and innovation. The movies marketing team leverages both the beloved elements of the franchise's past and the power of contemporary digital platforms to engage and excite audiences. Harnessing Jack Black's charm, strategic social media engagement, and brand collaborations, DreamWorks and Universal Pictures seem to have crafted a formula that ensures the franchise's continuance.

Feed Burner 15 Mar 2024 5:06 pm

The Mahindra Groups #SheIsOnTheRise campaign celebrates the glories of the Mahindra women

In continuation of last year, this year too, The Mahindra Group has launched its impactful #SheIsOnTheRise campaign , a meaningful initiative aimed at celebrating the resilience, achievements, and stories of the diverse Mahindra women. Among these inspiring individuals are Hemangi Jagtap, working in security at Mahindra Logistics, and Sangita Pingale, a farmer and Mahindra Tractor owner, along with five others, sharing their remarkable journeys in various fields. The campaign begins with a touching moment as a student reaches out to her mentor, Tepi Nygyor, Branch Manager at Mahindra's all-women dealership, expressing how her guidance has not only driven her to new heights but also transformed her life, leaving a profound impact on Nygyor. As the campaign unfolds, it highlights the inspiring endeavours of Shikha Gupta, a Senior Collection Executive at Mahindra Finance, and Pawani Sharma, who showcases her culinary talent as a Chef at Club Mahindra, serving as a source of inspiration for others. The campaign concludes by showcasing how a girl captivated by Formula One listens intently to Andrea Ackroyd, Lead Performance Engineer at the Mahindra Formula E Team, as she inspires women to pursue the careers of their choice. By showcasing these stories, The Mahindra Group aims to inspire and empower young individuals to follow their career of choice or achieve personal milestones by demonstrating the potential for greatness within every woman's story. The campaign also underlines how a woman inspires another woman by doing what they do with all their heart. How this ordinary can be a start to an extraordinary. Additionally, Asha Kharga , Chief Customer and Brand Officer at Mahindra Group added, Three years ago, we created a platform called # SheIsOnTheRise on International Women's Day. The objective was simple: To share inspiring stories of our women associates. Stories that come from ordinary women who have the potential to spark the extraordinary. At the Mahindra Group, we have always believed that when a woman rises, our society and our nation rise with her. The campaign garnered over 80 million+ impressions and 55 million+ views. It also garnered 99.3% positive sentiment as users appreciated the song and the underlying message of the film.

Feed Burner 15 Mar 2024 4:01 pm

Young consumers value authenticity and sustainability: Nikhil Gupta, Signify

Signify India, previously known as Philips Lighting, was launched in 1891 in the Netherlands. The company entered India over a century ago and is presently enjoying a market share of around 25% in value terms in a lighting solution business whose size in the country is close to Rs 15,000 crore. In 2018, witnessing a change in its product range and to better fit the changing consumer dynamics, the company rolled out its new identity Signify. According to the company, the rebranding is aimed at introducing a new corporate look and feel. While globally, the brand took a corporate pivot, back home, the brand has been focusing on communicating with the younger generation. Nikhil Gupta, Chief Marketing & Strategy Officer of Signify India, said that since this demographic requires a more personalized approach, the brand has made a shift in its communication by moving most of its marketing efforts online. He further dived into the brand's marketing strategy and its journey of maintaining the legacy of Philips Lighting while evolving its brand identity. Edited Excerpts: Can you provide insights into Signify India's marketing strategy, highlighting how it maintains the legacy of Philips Lighting while evolving its brand identity? Signify is one of the oldest companies existing in lighting in the country. The company was launched in 1891 in Eindhoven, Netherlands. In India, the company has been active for over 100 years and over time, the company has built itself on the principles of leading innovation in the lighting area. We have witnessed multiple changes happening in the industry. From the incandescent lights, moving onto CFLs, to LEDs, then came the connected lighting space and now focusing on systems and services. And in our journey as a lighting company, we have been striving to lead in these changing times. Similarly, our marketing strategy has also always worked on the bedrock of innovation. The marketing strategy for the company has been about taking these innovations to the masses and niches, both in the consumer and professional spaces. What are the key marketing objectives and themes that drive Signify India's campaigns? As a global company, Signifys marketing strategy is rooted in the overall ethos of the company Brighter lives, better world. The key themes that we drive today are largely centred around innovation and sustainability, especially in connected lighting solutions. Today, the end customers are aware of their surroundings and look for companies that are sustainable themselves. Hence, as a company, we aim to promote energy-efficient products and highlight our efforts to reduce environmental impact across our operations. Hence, most of our efforts around marketing are built around these pillars of sustainability, innovations that matter to our customers, our legacy and quality, and understanding the technology of lighting. How does Signify India allocate its marketing budget across different mediums, and what are the reasons behind any changes compared to previous years? Our marketing efforts continue to get reconstituted and repackaged based on what we see as trends in the market. Currently, Signify has shifted its marketing budget towards digital media, reflecting broader industry trends. We're seeing more and more allocation in terms of percentages going towards digital media. With the emergence of Gen AI, we believe that digital media will explode even more and it will bring down the cost of creation on digital media, hence becoming more attractive for marketers like us. This shift is driven by the increased effectiveness and targeting capabilities of digital media, aligning with our goal of reaching the right audience with the right message. Our B2B marketing strategy 100% virtually relies on digital media. In the consumer space, we have a mix of traditional and consumer media based on the target audience. But with traditional media stuck on print, radio and TV options, marketers today are getting more enticed by the multiple avenues that digital has to offer. What key milestones or strategies has Signify India implemented to transition into a technology-focused company? At Signify, our focus on staying at the forefront of technological innovation has been a consistent strategy, ensuring that we remain a leader in the industry. In short, we've not needed to make that effort because our legacy has been that of a technology player. But, we've continued to invest in research and development to drive technological advancements to stay ahead of our competitors. Who is Signify India's target audience, and which geographical and demographic markets does the brand primarily focus on? Sanya Malhotra, our brand ambassador, represents the younger generation for us. We also see her as somebody who's very socially savvy when it comes to social media, and thus, her followers play an important role for us. When it comes to connected media, our target audience has expanded to include younger, tech-savvy consumers who are interested in smart home solutions and connected lighting. Our association with Sanya fits with this demographic quite well. While our traditional focus has been on urban markets, with the advent of e-commerce and the availability of information on the internet and social media we've seen increasing interest and uptake in tier-two and tier-three cities as well. We have also noticed that this consumer base has affordability and purchasing power which is equivalent and sometimes higher than that of an average metro city individual. Our goal is to democratise access to connected lighting solutions and bring them to the masses, across geographies. We achieve this through our branded retail presence of more than 300 stores under the Philips branding that is spread across the country. What are some key differences you've observed in marketing to this new set of younger audiences compared to previous approaches? A decade back, before the advent of LED, conventional lighting technologies were extremely rigid and had a set format. This is why the target at that particular point for all lighting companies was largely the homeowner. Now, with the advent of lighting has become digital, controllability has become the new normal. Marketing to younger audiences requires a greater emphasis on digital channels and social media engagement. These consumers are highly connected and value authenticity and sustainability. Our marketing approach has shifted to reflect these preferences, focusing on engaging content, influencer partnerships, and highlighting our commitment to sustainability and innovation. Additionally, targeting younger demographics requires a more personalized approach, leveraging data and analytics to tailor messaging and experiences to their specific interests and needs. This is why we've preempted that shift by moving most of our marketing efforts online. How has the advent of AI transformed Signify India's marketing approach, and what plans does the brand have to incorporate AI into its strategies? Gen AI is still an evolving technology and not many brands have been able to incorporate that into their strategies. AI presents significant opportunities for enhancing our marketing efforts, particularly in content generation and targeting. While we're still exploring AI's full potential, we've already begun experimenting with AI-generated content for digital channels. As AI technology continues to evolve, we anticipate incorporating it more extensively into our marketing strategies to improve efficiency and effectiveness. What are Signify India's short-term and long-term marketing goals? In the short term, our focus is on promoting our latest innovations, particularly in connected lighting, and expanding our reach in key markets. We aim to maintain our position as a leader in the industry while driving the adoption of sustainable lighting solutions. In the long term, we're committed to meeting the evolving needs of consumers, particularly younger generations who prioritize sustainability and technology. Our goal is to continue innovating and delivering products and services that align with these values, ensuring sustained growth and relevance in the market.

Feed Burner 15 Mar 2024 2:47 pm

Faisal Haq joins ArtE Mediatech as the Chief Business Officer

Faisal Haq , a seasoned social media and communication leader, has embarked on a new chapter in his career by assuming the role of Chief Business Officer at ArtE Mediatech. As the new Chief Business Officer, Faisal will focus on driving innovation, growth, and market leadership in the dynamic landscape of digital media and communication. Commenting on his new position, Faisal said, I'm thrilled to embark on my new journey as Chief Business Officer at ArtE Mediatech. Faisal's previous worked as the Chief Business Head at Sociowash, where he led operations, strategy, media, and content. He also bagged the title of COO of the Year 2022-23 by the Indian Achievers' Forum. Before Sociowash, Faisal held roles in organisations such as WATConsult, Dentsu Creative, and ANTS Digital Pvt. Ltd. At WATConsult, he played a role in driving ambitious revenue growth and expanding market share, establishing the agency as one of India's largest and most awarded digital agencies. Faisal's experience extends across various domains, including digital strategy, business development, advertising, and operations management.

Feed Burner 15 Mar 2024 12:50 pm

GOZOOP Group bags the integrated creative & social media mandate for Love Depot

Global independent integrated marketing group, GOZOOP Group recently bagged the integrated creative and social media mandate for pleasure superstore - Love Depot, owned by TTK Healthcare Ltd. The mandate will be serviced by the groups headquarters in Mumbai. The responsibilities of the group include crafting & executing a creative strategy for the brand across all touchpoints. The group will be leveraging a multi-channel approach across conventional and unconventional platforms to tackle the challenges of the sexual wellness category. TTK Healthcare Ltd. is a leading consumer goods firm and is also home to several consumer brands like Skore Condoms, Woodwards Gripe Water and Eva Deodorants. They have been the first company to introduce condoms to India back in the 1950s and also the first Indian company to manufacture them back in the 1960s. Love Depot's offerings include International and Indian pleasure brands to Indian consumers. Intending to normalize the pursuit of pleasure, the brand is working hard to destigmatise the category as a whole and provide a one-stop shop for all things pleasure. About partnering with GOZOOP Group, Arjun Siva , Head of Digital & eCommerce for TTK Healthcare shared, We are looking forward to our partnership with GOZOOP Group and to work collaboratively in this journey of fearlessly pushing the envelope and breaking boundaries. We want to make pleasure accessible for everyone and we look forward to engaging with our audiences through open dialogue and education which will drive acceptance. In today's tactical and transactional world of marketing, collaborating with Love Depot is a delight. Their dedication to purpose-driven marketing aims to alter the perceptions around pleasure and challenge stereotypes. Excitingly, we're positioned to pioneer a new category while shattering it at the same time. One-line brief is to simply #BreakTheBox! shared Amyn Ghadiali , President - Business & Integration, GOZOOP Group. Recently, GOZOOP group entered into a strategic collaboration with Puretech Digital and formed GZPure to boost media and brand capabilities.

Feed Burner 15 Mar 2024 12:00 pm

43% of real-money gamers come from non-metro geographies: Meta X GWI Report

Meta held its inaugural Gaming Summit in India today to mark the rising importance of the sector, which is also among the top three business verticals for Meta. The company also unveiled key consumer findings from a Meta-commissioned study by GWI focused on Gaming. Among the key findings, the study calls out the rising prevalence of gaming in India with nearly half of casual gamers and 43% of real-money gamers coming from non-metro geographies. The study also called out Reels, video ads on Meta and influencers as top drivers for gamers to discover and purchase new games. The Meta GWI study showed that more than three out of four casual and real money gamers in India discover new games to play and purchase on social media, and more than 90% of these do so on the Meta platforms. The study revealed that key moments such as major sporting events and the festive period impact the types of games played. 88% of the consumers said that theyre more likely to switch from playing other real-money games to playing fantasy sports games during tentpole sporting events (such as the IPL and World Cup). This could play a key role during the upcoming IPL tournament. Key insights from the Meta-Commissioned Study by GWI on Gaming include: Gaming is becoming more prevalent across India: The study revealed that six in 10 smartphone gamers game daily, and almost 90% of real-money gamers play real-money games at least weekly. The study also showed that nearly half of casual gamers and 43% of Real-money gamers come from non-metro geographies. Metas role in driving the discovery of new games: Meta plays a crucial role in helping gamers discover and purchase new games. More than three out of four casual and real money gamers in India discover new games to play and purchase on social media, and more than 90% of these do so on the Meta platforms, as per the study. Reels, ads, and influencers play a leading role in driving this discovery. Key moments for Gamers: The festive season and sporting events impact the types of games played, according to the study. 88% say theyre more likely to switch from playing other real-money games to playing fantasy sports games during tentpole sporting events such as the IPL and World Cup. Technologies that Gamers love: Artificial intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR) are the top three gaming technologies that most interest casual gamers in India. Arun Srinivas , Director and Head (India), Ads Business, Meta said,Gaming is a top three vertical for Meta globally and were particularly seeing our Advantage+ suite of automated ads drive growth for gaming brands. Equally, as the study reveals, Meta is a leading channel for gamers to discover and purchase new games. Gaming is poised to play a leading role in Indias techade, and were thrilled to enable growth opportunities for gaming businesses at different stages of their journey. The summit was attended by the countrys biggest gaming brands that shed light on the use of innovative cutting-edge technologies such as AI that has helped them drive growth for their business. They also highlighted the top trends shaping the gaming industry in India right now. Vikrant Mudaliar , Chief Marketing Officer, Dream Sports said, As a brand that puts innovation and experimentation first, we were keen to use Metas Advantage+ App campaigns. With the help of this automated solution, our customer acquisition cost (CAC) improved by 12%. Today, the majority of our users come from outside the tier-1 and 2 cities and Meta has played a key role in helping us reach sports fans across the country. One of our deepest partnerships was during the ICC Mens World Cup 2023 during which we prioritized the testing of new products and measurement. Metas marketing science teams helped us measure incremental performance and gave us confidence in running campaigns at scale thats the strategy we envision ourselves using for the upcoming IPL 2024 as well. Jaskaran Singh , AVP Growth, Baazi Games said,From using AI-powered Advantage+ Shopping Campaigns, partnership ads, and influencer-led creatives that together drove a 123% increase in installs volume along with a 15% decrease in the Cost Per First Time Transaction. We have exciting plans ahead, and we will partner closely with Meta and use new cutting-edge solutions that help us deliver business outcomes in a rapidly evolving ecosystem

Feed Burner 14 Mar 2024 6:31 pm

Aditi Shrivastava on growing Pocket Aces from strength to strength

The last decade has witnessed some prominent changes taking place in the online arena with the rise in the availability of data and low-cost internet access. This data boom has spawned new industries which have grown large in no time. One of them is video streaming. The Video Streaming (SVoD) industry in India is forecasted to generate a revenue of approximately USD 2.02 bn by 2024, with an anticipated annual growth rate (CAGR 2024-2027) of 11.10%, leading to an estimated market size of USD 2.77bn by 2027. The average revenue per user (ARPU) within this industry is expected to be around USD 22.68 in 2024. Moreover, the number of users is projected to rise to 108.4 million by 2027. User penetration is predicted to be 6.2% in 2024, increasing to 7.4% by 2027. Sensing this boom in internet usage and the subsequent demand for content by the countrys youth, Pocket Aces, a digital entertainment company focused on mobile video, was started in 2013 making short-form content to test the waters and garner organic virality. Gradually gaining traction, its platforms grew largerit skyrocketed with the rise of OTT in recent years and the migration of more viewers towards digital. Cut to now, Pocket Aces has completed ten years in the industry. It now has Dice Media, FilterCopy, Gobble, Clout, and Nutshell under its wings. It has 16M subscribers on YouTube, 15M followers on Facebook, and 8.6M followers on Instagram; and clocks 700M video views per month. Celebrating Pocket Aces ten-year-anniversary, Co-Founder and CEO Aditi Shrivastava speaks to Social Samosa about the companys journey, challenges, evolving strategy, work culture, the future of digital entertainment in India, and sheds light on her journey as a woman leader. Iterating with short-form content Pocket Aces emerged from a void in content catering to younger demographics, driven by a lack of options amid traditional media channels. Initially aiming for feature films, Shrivastava shares that the team pivoted upon recognizing India's smartphone revolution and the ubiquity of internet access, particularly through platforms like YouTube. She adds that conversations with youth revealed a shared frustration with the lack of relatable content, leading Pocket Aces to pivot its mission toward providing content tailored to this audience. The idea was that as consumers, we felt that there wasn't enough content for us to watch. So while TV, radio, etc, we're catering to an older demographic, young people really, there was very limited content. So, actually, Pocket Aces was born from that internal need. We needed more content for young people, by young people, the CEO shares. These were our initial considerations. We also recognized that many audiences were migrating to platforms like YouTube during this time. Consequently, we realized that we could bypass traditional distributors and financiers by creating content directly for social media platforms. Thus, we pivoted to producing short-form content as it was easily producible. We could consistently release one video per week and distribute it organically. If audiences enjoyed our content, they would share it with their peers, fostering organic virality, she explains. She reveals that the initial process was iterative in nature. Week after week, the team dedicated themselves to refining both videos and distribution strategies. Speaking the language of engagement When Pocket Aces' founders started their entrepreneurial journeys with the company, they faced multiple challenges. One key challenge was establishing a foothold in the industry. Shrivastava reveals, We were outsiders; we hadn't been part of an ad agency, nor had we studied media. Admittedly, my co-founder Ashwin had some experience working with Lions Entertainment and Jungle Pictures, albeit for only a couple of years. Being outsiders, it was essential for the founders to establish their reputation and earn a sense of credibility. To tackle this, they would try to meet and converse with people, but given the plethora of content creators in India and worldwide, it was difficult to garner attention, reveals Shrivastava. A better way to tackle this was to let their content speak for itselfwhich it did as FilterCopy started gaining traction. Another significant challenge was that of monetisation. Aditi Shrivastava and team navigated this problem with the help of their content as well as articulating the needs of brand managers and marketers. Shrivastava says that they were able to land deals with brands due to their financial backgrounds. Unlike other media companies and creators who primarily emphasized views, we focused on engagement and practical outcomes. We communicated how our content could drive traffic to their websites, facilitating product discovery, and outlined metrics for measuring success, she adds. Shrivastavas fellow founders, Ashwin Suresh and Anirudh Pandita , both come from a finance background. Besides Sureshwho has some experience working in the media sectornone of them had a media background. This is one of the two major uncertainties in Shrivastava's mind. At the moment of starting Pocket Aces, Shrivastava was an investment banker with extensive experience in the field. A graduate of Princeton University in Electrical Engineering and Computer Science, she had little to no experience in media. The other struggle was Shrivastavas internal struggle as a woman leader. She shares that self-doubt was one of the hurdles she encountered, adding that women tend to be harsher judges of their own abilities. Sharing an anecdote she reflects, Early in my career at Goldman Sachs, during my first appraisal, I rated myself lower than my peers. When my manager questioned this, I realized I was being too critical of myself. Being a woman leader comes with its challenges, whether it's facing scrutiny for our choices regarding family or dealing with gender biases in the workplace. However, I firmly believe in proving people wrong through hard work and determination. We must embrace these challenges and demonstrate our worth through our actions, rather than succumbing to stereotypes. That's my motto in life: to defy expectations and exceed limitations, she remarks. Aditi was just shy of 30 when she started Pocket Aces. Science meets art Explaining what strategies have worked for Pocket Aces over the years and why it was able to achieve popularity, Shrivastava says that it had to do with the synergy between the left (the founders) and right-brained (creators and artists) people. She remarks, I believe we've integrated science into the art of content creation. We bring a diverse background, stemming from left-brained education and professional experience. The CEO reveals that their approach involves synergizing content with elements of humor or drama, adapting to various contexts seamlessly, adding that this symbiotic relationship between science and creativity is pivotal in their content's success. At Pocket Aces, we pride ourselves on having individuals proficient in both left and right-brain functions, embodying the essence of versatility. This duality is what sets us apart, she notes. She reveals that Pocket Aces focuses on observing the needs of the audience and caters to them. This is how its content strategy has evolved over the years. Elaborating further, she says, In India, people crave information, but they prefer it in smaller, more digestible formats rather than lengthy articles. This insight led us to launch Nutshell, our informational channel. Surprisingly, the most popular categories are geopolitics, Indian history, sex education, and entertainment news. She adds, Indians, fundamentally, want to look and feel good. They seek entertainment, comedy, wellness content, beauty, fashion, grooming advice, and opportunities to become smarter and wealthier. Additionally, they desire to showcase their talents to the world. Hence, our talent and creative management endeavors. Shrivastav mentions that Pocket Aces places emphasis on identifying the interests of young viewers and tailoring content accordingly. Partnering with creators When it comes to partnering with creators through its multiple wings, Pocket Aces focus lies in assessing the creators potential in building a meaningful relationship with their audience. In addition to this, Shrivastava mentions two more criteria, she expounds, We consider if they possess the discipline to sustain this engagement consistently, day after day, for months on end. It's a challenging task, especially when done from home. Thirdly, we evaluate their willingness to collaborate with various partners to generate income, as ultimately, they aspire to turn this into a career. However, they must remain open to integrating brand content seamlessly into their style and maintain flexibility while still retaining the audience's affection. Pocket Aces revenue model relies heavily on brand collaborations. With Clout, it manages some of the most popular creators on Instagram such as RJ Karishma, Ayush Mehra, Disha Madan, and Viraj Ghelani. Future: Bright for creators, tricky for new platforms With the digital entertainment landscape in India undergoing rapid changes, Aditi Shrivastava offers an elaborate answer to how she sees the future shaping up. She says, In the evolving media landscape, consolidation is widespread, leading to a reshuffling of businesses across platforms like Yahoo or Bing. The OTT space, which once thrived in commissioning and releasing numerous pieces of content, has experienced a slowdown in recent years. Short-form content faces a unique challenge as the audience's attention span shrinks due to already consumed lengthy content. She goes on, Today, the average Indian spends approximately four and a half hours on social media, with over 50% of that time dedicated to entertainment content. The frequency with which people access platforms like Instagram is staggering, with user-generated content (UGC) playing a significant role alongside producer-generated content (PGC) and influencer content. This influx of content drives the demand for short-form content, but competition among platforms such as Instagram, Snapchat, YouTube, and Facebook is fierce. It's challenging for new platforms to emerge and gain traction when users are already loyal to established leaders. Unique offerings can carve out a niche, but the reality remains that most users gravitate toward a few key platforms, making it difficult for newcomers to monetize effectively. The CEO further adds, For content creators, the landscape presents varying revenue streams. While platforms like YouTube offer substantial ad revenue shares, others like Instagram rely heavily on branded content. Companies like ours thrive on branded deals, delivering significant ROI to our brand partners. However, sustaining a platform solely on ad revenue can be challenging, necessitating large branded partnerships for financial viability. In this environment, new platforms face an uphill battle, especially in the general entertainment sector. It's more feasible to thrive as a creator on existing platforms rather than attempting to launch a new one. News platforms and niche-focused platforms like gaming still have opportunities, but the costs associated with running a streaming platform are prohibitive without a massive user base. Ultimately, attracting users away from established giants like Facebook and Google remains a formidable challenge for newcomers, she sums up.

Feed Burner 14 Mar 2024 4:12 pm

Digital campaigns witness 72% voter engagement during elections: iCubesWire Report

A survey by iCubesWire, an ad technology platform, reveals the impact of digital media on voter engagement and decision-making in the lead-up to the General Elections. With 72% of voters engaging with digital campaigns, the survey underscores the pivotal role of digital platforms in modern electoral processes. The survey, involving 1,000 participants, highlights the power of digital media in shaping political opinions and behaviours. 89% of respondents expressed their intention to vote, indicating a highly motivated electorate. Digital platforms emerged as the primary source of election-related information for 43% of participants, with social media leading the way in influencing voter perceptions and engagement. These findings illustrate a clear shift in the electoral landscape, with digital media playing a central role in engaging and informing voters, said Sahil Chopra , CEO and Founder of iCubesWire. Our survey highlights the critical importance of digital strategies in reaching and influencing the electorate, marking a new era in political campaigning. Survey Insights Summary: Voter Turnout Intentions: 89% of respondents indicated their plans to vote in the upcoming General Elections, demonstrating a high level of electoral engagement among the populace. Research on Candidates: Over half of the electorate, with 52% stating they are 'very likely' to research candidates' positions and backgrounds before voting, showcases a proactive approach to making informed voting decisions. Primary Information Platforms: Social media is the predominant source for gathering information about election candidates for 43% of survey participants, emphasizing the central role of platforms like Facebook and Twitter in political communication. Influence of Digital Ads: 41% of respondents consider digital advertisements 'very influential' in shaping their opinions about candidates, highlighting the significant impact of digital marketing strategies on voter perceptions. Engagement with Digital Campaigns: A substantial majority, 72%, have engaged with a candidate's digital marketing campaign (e.g., liked, shared, and commented on posts), indicating active participation and interest in digital political content. Impact of Digital Marketing on Elections: A notable 42% 'strongly agree' that digital marketing strategies have a significant impact on election outcomes, reflecting the perceived effectiveness of digital campaigns in influencing electoral results. Digital Engagement and Voter Preference: 75% of participants would be more likely to vote for a candidate who actively engages with constituents through digital platforms, underscoring the importance of digital presence and interaction in contemporary political campaigns. Credibility of Political Information: Nearly half of the respondents, 48%, find political information shared on social media more credible or equally credible as compared to traditional news sources, indicating a shift in perceptions of information credibility in the digital age.

Feed Burner 14 Mar 2024 3:49 pm

Reliance to acquire Paramount's stake in Viacom18 for $517 mn

In a significant development, Reliance, the entertainment firm, has announced its acquisition of Paramount's 13% stake in Viacom18, a player in the Indian media venture. The deal, valued at $517 million, marks a strategic move by the company to bolster its presence in the rapidly evolving media landscape of the country. Paramount Global, the US film and television giant, revealed its decision to sell its entire stake in Viacom18 to Reliance, as per filings with the Securities and Exchange Commission (SEC), a regulatory body in the United States. The completion of the transaction is contingent upon regulatory approval, as well as the finalization of a transaction announced earlier in February between Reliance, Viacom18, and Disney, as indicated by Paramount. Last month, Disney and Reliance unveiled plans to merge their respective Indian media businesses, envisioning the creation of an $8.5 billion entertainment behemoth in one of the world's most populous nations. Under the proposed merger, Disney will integrate its Indian television subsidiary with Viacom18, with Reliance steering this joint venture. The ownership structure will see Disney holding a 36.8% stake, Reliance with 16.3%, and Viacom18 with 46.8%. Notably, Viacom18 operates as a subsidiary of TV18, a company owned by Reliance. With a majority stake, the company is poised to leverage its vast resources and expertise to drive innovation and expand its reach across diverse media platforms. Disney's strategic collaboration with Reliance comes amid its challenges in navigating India's vast and competitive media market independently. By joining forces with Reliance, it aims to enhance its market presence and fend off competition from traditional rivals like Zee Entertainment and Sony, and streaming giants such as Amazon and Netflix. According to documents submitted by Reliance to the National Stock Exchange of India, the acquisition will elevate Reliance's stake in Viacom18 to just over 70%. Moreover, Paramount will continue to license content to Viacom18, ensuring continuity and stability in the partnership.

Feed Burner 14 Mar 2024 3:27 pm

Chinmay Chandratre joins FCB/SIX India as Sr. Vice President - Media

Chinmay Chandratre has joined FCB/SIX India as Sr. Vice President Media. He will head the media vertical for FCB/SIX India across its three offices in Mumbai, Delhi NCR and Bengaluru. Prior to this role, Chandratre was the General Manager at Madison World. With over 14 years of experience, he has worked with companies like Madison World, iProspect and Direxions Marketing Solutions, among others. FCB/SIX India offers a suite of digital services such as Digital Media Planning and Buying, E-commerce Marketing, UI/UX Design and Development, CRM and Martech Solutions, Search Engine Optimisation, App Store and E-commerce Optimisation, Creative Performance Production Hub, Data Studio and a Command Centre for Listening and Online Reputation Management. Talking about the hiring of Chandratre, Ankit Banga , Chief Business Officer, FCB/SIX India, said, We are thrilled to welcome Chinmay to the team, a testament to FCB/SIX India's commitment to fortifying our media capabilities. Chinmay embodies a fusion of seasoned expertise and dynamic adaptability, poised to navigate the evolving landscape of media and client needs with enthusiasm. Additionally, Chinmay's integrated media approach resonates seamlessly with FCB/SIX Indias view of leveraging digital platforms not only to drive performance but also build brands. Rohan Mehta , CEO, FCB Kinnect and FCB/SIX India, added, We are confident that Chinmay's expertise will help us work cohesively with our clients at FCB Kinnect and the FCB Group at large, to strengthen our thesis that media and creative should not be separated in a digital world, and to further the thought process of creativity as an economic multiplier. Speaking on his new role, Chinmay Chandratre , Sr. Vice President Media, FCB/SIX India, said, I am thrilled to join hands with FCB Group Indias leadership team and lead the Media vertical for FCB/SIX India. Together, we are on a mission to navigate the ever-evolving media landscape, pre-empt the pulse of digital trends to drive strategic decisions and create meaningful experiences for our clients and customers. FCB/SIX India is all set to redefine digital possibilities, leverage data-driven insights, shape narratives, and unlock the full potential of modern communication to drive transformative change. I am super excited to be a part of this journey.

Feed Burner 14 Mar 2024 2:26 pm

Decathlon reveals new brand identity and logo

Decathlon, a global multi-specialist sports brand, is revealing its new purpose, to Move People Through the Wonders of Sport, and the strategy behind this bold new ambition to bring innovative and sustainable sport to everyone. As part of this evolution, the brand is unveiling its new brand , which includes a dynamic and forward-looking identity and the new orbit logo. Since the beginning of its journey in 1976, Decathlon has believed in sports vital role in helping societies to be healthier and happier. And today, people need sport more than ever. At the beginning of this transformation journey, Decathlon wrote its North Star, a long-term ambition to accelerate its mission for the good of societies and the planet. Guided by the North Star, a new purpose was born: Move People Through the Wonders of Sport . Anchored to this purpose, the brand is adopting an ambitious global strategy , which encompasses an enhanced customer experience, a strong commitment to sustainability and an overall modernisation of the company. Core to the customer experience is an evolved brand introduced today. Barbara Martin-Coppola , Decathlons Global Chief Executive Officer said, Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power and can improve both physical and mental health. At Decathlon, we want to have a greater positive impact on humans, society and the planet by Moving People Through the Wonders of Sport. I am proud to be working towards the North Star - our guiding light and ambition - with our teammates. Its been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. I am confident that our ambitious strategy, evolving our way of doing business, will ensure Decathlon leads the sector as a unique and trusted sports brand. The brand's new brand identity reflects its ambition while celebrating its past . Along with a dynamic blue , it now welcomes a new brand icon the Orbit expressing movement, the ambition to reach new heights, and circularity, at the heart of Decathlons sustainable business model. It is unleashing the full potential of the brand to bring sport to everyone through a new and simplified brand portfolio with nine category specialists : Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (wildlife), Btwin (urban gliding and mobility) and Inesis (target), and 4 expert brands : Van Rysel, Simond, Kiprun and Solognac. Moreover, Decathlons digital supply chain has been rethought with the best-in class tools and AI algorithms to enable accurate forecasting, assortment planning and stock parameters. This has already led to significant reductions in stock levels and many improvements, including decreasing transportation costs, carbon footprint and delivery time. It is also embarking its customers on an immersive experience, including its 3D Shopping App on Apple Vision Pro in the U.S. In the coming months, more than 1,700 stores around the world will be refurbished with a whole new setup, offering customers intuitive navigation, increased product visibility, engaging physical and digital displays, and an aesthetically pleasing atmosphere.

Feed Burner 14 Mar 2024 2:09 pm

Dentsu Creative India bags the integrated creative mandate for GEF India

Dentsu Creative has won the integrated creative mandate for Gemini Edibles & Fats India (GEF India). The account was won following a multi-agency pitch and will be serviced from the agencys Chennai office. As per the mandate, Dentsu Creative will provide end-to-end creative solutions for GEF India, covering all aspects of branding, communication, and marketing. This includes designing attractive packaging, creating impactful Point-of-Sale Materials (POSM), launching engaging TV, radio, and print campaigns, and producing event collaterals for the brand. The agency will also craft a comprehensive digital strategy, with a monthly content calendar, social media creatives, and innovative executions. Through this partnership, Dentsu Creatives focus is to elevate the brand value of GEF India and its products. The agency will also aim to strengthen the brand's connection with its target audience by creating relevant and memorable brand stories and delivering them across multiple touchpoints. Speaking on the development, P. Chandra Shekhara Reddy , Sr. Vice President, Sales & Marketing, GEF India said, As we are planning to launch new brands, we were on the lookout for a strategic and creative partner who could collaborate and resonate with the ethos of our brand. With Dentsu Creative, we found a team that is passionate, enthusiastic and has excellent capabilities. We firmly believe that Dentsu Creative India team has all the qualities that are required to deal and develop our upcoming brands. We look forward to this great partnership that will take the GEF India brands to the next level. Chetan Pimpalkhute , Head, Marketing, GEF India added, Were delighted to join hands with Dentsu Creative to propel our brands towards unprecedented growth. We are confident that this collaboration will infuse a fresh perspective in this category and bolster our marketing efforts. Indrajeet Mookherjee , President, Dentsu Creative India commented, We are extremely honored to win the prestigious mandate for GEF India - one of India's most trusted Edible Oil and Fats Company. Having carved out a niche for themselves in the industry over the years, we look forward to partnering with the company during this exciting new phase of growth.

Feed Burner 14 Mar 2024 11:14 am

Apple is testing an AI-powered ad product to optimize App Store ad campaigns

In a bid to enhance its advertising offerings, Apple is reportedly venturing into the realm of AI-powered ad placement within its App Store, drawing inspiration from strategies employed by Google and Meta. According to reports by Business Insider , the company has initiated trials of a new advertising product among a select group of advertisers. This product employs an automated system that autonomously determines the optimal placement for ads within the App Store, mirroring the functionalities of Google's Performance Max and Meta's Advantage+. Presently, Apple's advertising repertoire encompasses two primary ad formats: ads featured within the search tab and search-results page, as well as you might also like ads displayed on app product pages. Additionally, ads are showcased on the oday tab when users access the App Store. In this campaign type, advertisers input their budget, cost-per-acquisition target, target audiences, and desired countries for outreach. Subsequently, its algorithm allocates the brand's ads across the available formats based on performance indicators. While Apple has communicated to advertisers that these tests are aimed at refining the effectiveness of its Apple Search Ads, it has been reported that an official rollout of the product may be imminent in the upcoming months. However, the company has not issued any official statement in response to queries regarding this initiative. Apple's advertising business is expected to grow to $7 billion in 2024 from $6 billion in 2023, mostly because of ads on the App Store, but they are also doing new things like putting ads during Major League Soccer games on Apple TV and hiring more people for advertising.

Feed Burner 13 Mar 2024 6:20 pm

Elon Musk plans to open-source xAI's Grok chatbot

Elon Musk announced on Monday that his artificial intelligence business, xAI, would open-source its ChatGPT rival, Grok, this week, according to Reuters . Musk has issued numerous warnings against large technology corporations like Google using technology for financial benefit. Recently, he filed a case against Microsoft-backed OpenAI, which he co-founded in 2015 but quit after three years. Musk claimed breach of contract at the startup saying that the founding agreement with him and co-founders, Sam Altman and Greg Brockman said that a new AI lab would be a nonprofit for the benefit of humanity and that it would not keep information private for commercial benefit. In response, emails revealed by OpenAI showed that the X owner was in favour of a plan to establish a for-profit corporation and desired a merger with the EV manufacturer to turn the merged business into a 'cash cow.' Following this, Musk announced that he plans to open-source Grok. The action ties xAI with companies like Meta (META.O), and France's Mistral, both of which have open-source AI models, and may allow the general public unrestricted access to play with the technology's source code. Additionally, Google has made available an AI model named Gemma that third-party developers may customize to their specifications. Although open-sourcing technology helps expedite innovation, there have been concerns that terrorists may exploit open-source AI models to produce chemical weapons or even to create a conscious super-intelligence that is uncontrollable by humans. Musk stated last year at the AI Safety Summit in Britain that he intended to create a hird-party referee that would supervise companies working on AI and raise red flags if they felt unsafe.

Feed Burner 13 Mar 2024 4:52 pm

Vishal Gaba moves on from Bira 91

Vishal Gaba has announced that he is moving out from Bira 91. Gaba joined the brand in 2021 as the Associate Director of Marketing. He announced his movement in a LinkedIn post. At the company, Gaba was responsible for leading the marketing communications for all verticals of Bira 91 including Beer, Beyond Beer - Ciders & Seltzers, Pubs - Taprooms & The Beer Caf and Merch store. Before joining the brand, Gaba was a part of BCW Global as the Regional Director of APAC Digital Innovation Group. Gaba has over 16 years of experience in marketing, digital marketing, and communications and has worked at companies including Movified, The Social Booth, Genesis BCW, Adfactors PR, and others.

Feed Burner 13 Mar 2024 4:23 pm

PR Professionals bags the digital mandate for HUDCO

PR Professionals, flagship of the PRP Group has recently bagged the digital media mandate for Housing and Urban Development Corporation Limited (HUDCO). The scope of the mandate encompasses the strategic management and expansion of HUDCO's digital media presence across platforms. Expressing his happiness about the new partnership, Dr. Sarvesh Tiwari , Founder & Managing Director of PR Professionals , said, We are thrilled to collaborate with HUDCO and extend our expertise in enhancing their digital footprint. HUDCOs contribution towards infrastructure development in the country has been phenomenal, and we are proud and equally honored to become a part of their journey PR Professionals has served notable clients for public relations and digital media such as National Capital Region Transport Corporation (NCRTC), Rail Land Development Authority (RLDA), Indian Railway Stations Development Corporation (IRSDC), and Delhi Metro Rail Corporation (DMRC), Uttar Metro Rail Corporation (UPMRCL), Patna Metro, Rodic Consultants, Systra, RAILTECH, CIDCO, Rapid Metro, Gurgaon, among others.

Feed Burner 13 Mar 2024 2:12 pm

Are leadership roles in A&M truly evolving: Women reflect

An industry where ideas are created, curated, and turned into ad campaigns is said to be the mirror reflecting our society and its diversity. Yet, the advertising and marketing industry struggles with a significant gender gap, both in representation and leadership. Only a fraction of women hold leadership roles in ad agencies. According to the 3% Movement, an organization that advocates for gender equality in advertising, women hold only 29% of leadership roles in advertising agencies compared with 71% of men. The absence of women in leadership not only undermines their voices but also affects the portrayal of women in advertisements. According to a media report , 91% of women said advertisers dont understand them. Another report reveals that 17.5% of women were depicted as the sole caregiver and in traditional, less authoritative roles, compared to 3.5% of male counterparts, with male characters depicted as three times more authoritative than their female counterparts. Something is not adding up in Adland. Without representation at the top, how can the industry truly understand and reflect the experiences of women? In an industry predominantly led by men, the rise of strong, visionary women spearheading discussions on diversity and inclusivity marks a significant turning point. So, are leadership roles for women in advertising and marketing truly evolving? What aspects still require attention? To understand this, let's turn to the voices of women themselves, who are at the forefront of this transformation, driving change and championing for a more inclusive future Are leadership roles for women in A&M evolving? Binaifer Dulani , Creative & Founding Member, Talented: More companies realizing the importance of thought differentiation in the executive decision-making rooms and how it is not just good for diversity but the only way to drive business towards a better, more profitable, and sustainable future. Chaaya Baradhwaaj , Founder & MD, BCWebwise: We are finding our ways and making inroads into what are typically `boy-clubs . Despite so many women out there in advertising and marketing most associations and forums are dominated with male representation. We need to elbow our way in, and understand that we are equals and not wait to be treated like one. Pankhuri Harikrishnan , Founder & Director, Fetch!: Leadership roles for women in the advertising and marketing industry are experiencing a positive transformation. With a growing emphasis on diversity, there has been a notable increase in the representation of women in key positions. Companies are actively fostering inclusive environments, addressing gender pay gaps, and implementing flexible work policies to support work-life balance. Mentorship programs and networking initiatives empower women to navigate their careers, while industry-wide recognition through awards celebrates their achievements. The focus has shifted towards skills and meritocracy, highlighting the value of women's unique perspectives and creativity in storytelling. Though it is not a bed of roses, the industry is making strides toward dismantling barriers and ensuring equal opportunities for women in leadership roles, shaping a more equitable and dynamic future. Prachi Bali , EVP & Business Head, Saatchi & Saatchi Propagate: The evolution is at a snails pace. Diverse hiring is still more about talking than walking. Intention and action still have a substantial gap. While there is an acknowledgment of the positive business impact of women in leadership roles, a lot of organizations are doing precious little on the ground. Understanding a womans needs and wants from the industry and the profession is a starting point. And then comes making systemic changes to accommodate those. So that the visible drain as women go up the value chain can be stemmed. The brands we work with are moving towards gender positivity faster than the environments we create the work in. What still needs our attention? Aditi Shrivastava , Co-founder, MD & CEO, Pocket Aces: I believe pay grades play a significant role in achieving gender equality, especially in roles such as actors and directors, where we often observe a significant pay gap. As a company, Pocket Aces is actively working to bridge this gap in our productions, whether it's long-form web series or short-form content. However, there's still a noticeable disparity that needs addressing. Additionally, physically demanding roles on set, which often require extended stays at off-site locations, can pose challenges for women, particularly those with family responsibilities. The prevailing mindset that men can leave childcare to women further exacerbates this issue. Slowly, with the implementation of more support systems, we're seeing positive changes in this regard. Anupama Ramaswamy , Chief Creative Officer, Havas Worldwide India: Achieving gender equality requires focused attention on areas like equal pay, representation in leadership, combating workplace discrimination, addressing family and care responsibilities, promoting positive media representation, and fostering global collaboration. Despite progress, disparities persist, necessitating ongoing efforts from individuals, organizations, and governments to create a more inclusive and equal world for all. Geet Nazir , Managing Partner, Conran Design Group Mumbai: At the workplace, it's critical to ensure that employers are open & flexible, normalizing the sharing of caretaker responsibilities. Closing the pay gap is another crucial area where impact must be measured. Vanaja Pillai , President, 22feet Tribal Worldwide, Head DEI, DDB Mudra Group: We are nowhere close to achieving gender equality! WEFs Gender Gap Index indicates the centuries we still have to go through before there is any parity. So this work needs to continue at all levels from education, affirmative actions, leadership training, sensitization programs, to inclusive hiring all of this needs to happen consistently, and on repeat for us to bridge that gap. Villoo Daji , SVP - Group Marketing, Baccarose: Lack of women in Leadership positions Workplace discrimination and inequalities in project allocation Imbalance in education opportunities reservation should not be for minority communities but women to encourage and empower them to scale Social and cultural restrictions and taboos Legal barriers and poorly enforced legislation In simple terms, if we want real change, the people in charge need to lead the way. Just saying we need more women in top positions isn't enough. We have to question why we see leadership as something only men can do. The advertising and marketing industry has to look at how they're contributing to stereotypes about gender as they have a big role in shaping how we see the world.

Feed Burner 13 Mar 2024 12:36 pm

Verve Media wins social media mandate for Hastha Global Ventures

Verve Media, an integrated digital marketing agency, has secured the social media mandate for Hastha Global Ventures, a one-stop solution provider for Non-Resident Indians. As per the mandate, the agency will be responsible for boosting the brands social media presence and increasing the brand's visibility by deploying creative campaigns and content strategies that align with the company's core values and objectives. On winning the account, Co-Founder of Verve Media, Vinay Singh Sangwan , said, We are thrilled to partner with Hastha Global Ventures, spotlighting their unique offerings on a global stage. Utilizing our proficiency in social media, we provide Hastha Global Ventures with comprehensive supervision and assistance throughout their growth journey. Our aim is to implement strategies that strengthen the brand's positioning to bring fruitful results in the future. Speaking on the collaboration, D S Ravikumar - the Founder and CEO of Hastha Global Ventures, expressed his gratitude in partnering with Verve Media, This collaboration has benefitted Hastha Global Ventures with their creative ideas and tailor-made solutions from Website Development to Digital Marketing. They have successfully handled our website and social media accounts efficiently since the start of the collaboration . Verve Media has been providing creative digital solutions to clients from diverse industries. They have catered to clients like Sunteck Realty, Shell, Wipro, Rummy Circle, Infosys, Uber, Property Pistol, Pragati Group, TEDx, The Juice Beauty, and NABARD, among others.

Feed Burner 13 Mar 2024 12:26 pm

First Sight bags the digital mandate for Sangeetha Mobile

First Sight has secured the digital mandate for Sangeetha Mobile. This partnership will fortify the brand's presence and engage with consumers in the digital landscape. With this mandate in place, First Sight will leverage cutting-edge strategies to enhance brand visibility, drive customer engagement, and foster lasting connections with the target audience. We are thrilled to embark on this transformative journey with Sangeeta Mobile, expressed Deepak Khirodwala , co-founder at First Sight. In today's digital age, a strong online presence is paramount for brand success. With our innovative digital solutions and deep understanding of consumer behaviour, analytical Capabilities of Scaling Enterprising Brands from 1 to 100 to 1000 Journey we are poised to elevate Sangeeta Mobile's brand identity with our Performance + Creative Know-how and carve a distinctive niche in the fierce competitive mobile market. By partnering with First Sight, Sangeeta Mobile aims to harness the power of digital channels to amplify its brand messaging, drive product awareness, and strengthen customer loyalty.

Feed Burner 13 Mar 2024 12:08 pm

How to nurture the next generation of women in advertising

Step into the future of advertising, where empowering women takes center stage! Picture this: a dynamic blend of creativity and cutting-edge technology is shaping the industry's landscape. Gone are the days of intrusive, in-your-face ads. Inbound marketing is like a savvy friend, identifying customers actively seeking what we've got to offer. It's a journeyimagine strolling through awareness, consideration, and decision-making phases, all while being guided by engaging content. According to Statista, in 2022, the advertising market in India reached a significant historical milestone by growing to become an industry valued at one trillion rupees. This is essential for the next generation of women in advertising, not merely to stay contemporary. We're talking about equipping these innovators with the know-how to ride the tech wave, navigate the ever-evolving ad world, and leave an indelible mark. Therefore, it is essential to buckle up for a captivating ride into the heart of innovation. Embracing these technological shifts isn't just a choice; it's the secret to ensuring the next generation of women in advertising not only survives, but thrives in our ever-changing digital playground. Here's a look at how we can accomplish this goal: Promoting education and skill development Education is the first step towards a successful advertising profession. Young women should be encouraged to pursue degrees in advertising, marketing, or related sectors. Resources for financial assistance and guidance include scholarships, mentorship programs, and collaborations between academic institutions and business leaders. Thus, it is critical to put a focused emphasis on skill development. Furthermore, in today's fast-changing digital landscape, keeping up with the latest technology and trends is crucial. Women can prepare for the demands of the advertising business by developing a strong skill set through workshops, online courses, and industry certifications. Establishing mentorship programs In order to establish a career, mentoring is essential since it offers networking opportunities, support, and crucial guidance. Establishing formal mentorship programs in advertising businesses can help match up new talent with experienced professionals. These connections provide information on understanding the industry, boosting self-esteem, and creating a robust professional network. Furthermore, organizations can promote a culture of mutual learning and understanding by facilitating cross-generational mentorship. This method fosters a cooperative and welcoming work atmosphere for both mentors and mentees, enriching their experiences as well. Building inclusive work environments The advancement and retention of women in the advertising industry depend heavily on an inviting and accepting work environment. Businesses should actively seek out women for senior positions and give diversity a high priority in their hiring procedures. A more inclusive environment is facilitated by the implementation of rules that encourage flexible work schedules, parental leave, and work-life balance. Thus, creating a culture of diversity and inclusion where women feel empowered to contribute their ideas and perspectives . Furthermore, training programs that address unconscious biases can aid in the removal of obstacles standing in the way of women's career advancement. In addition to attracting top talent, an inclusive and diverse workplace culture makes sure that women feel appreciated and have equal opportunities to succeed in their professions. Forming strong support systems Networking is a powerful tool for career advancement. Creating professional networks specifically for women in advertising can provide a supportive community where experiences, challenges, and opportunities are shared. These networks can serve as a source of inspiration, mentorship, and collaboration, fostering a sense of solidarity among women in the industry. Organizations can also facilitate networking events, conferences, and forums that bring together women from various stages of their careers. Such initiatives not only create a sense of belonging but also open avenues for collaboration and knowledge exchange. Investing in leadership development Investing in the leadership development of women in advertising is crucial to closing the gender gap at the top of the industry. Executive coaching, focused initiatives for women seeking leadership positions, and leadership development programs can enable them to shatter the glass ceiling. Highlighting and developing high-potential women in their workforces should be a top priority for businesses. Thus, in order to ensure that women have equal opportunity to influence and determine the direction of their organizations, leadership positions should represent the range of talent available. According to Statista, 30% of respondents who held senior roles in the field of education were women. However, women held only 14% of the leading roles in the real estate industry. Paving the way for a brighter future! Developing a culture where diversity and inclusion are ingrained in the business's core is just as important as redressing current imbalances to support the next generation of women in advertising. The advertising sector can lead the way towards a more equal and brighter future by promoting education, mentorship, inclusive environments, visibility, leadership development, and supportive networks. In order to ensure the continuous innovation and prosperity of the advertising environment, it is not only a matter of responsibility but also a strategic need to fully utilize the abilities and perspectives of diversity. Thus, advocating for women within your organization to ensure they have opportunities for advancement and visibility . This article is penned by Chaaya Baradhwaaj , Founder - MD, BC Web Wise. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 13 Mar 2024 9:00 am

Maruti Suzuki dominated the print ad space in 2023: TAM AdEx report

TAM Media Research has unveiled its insightful report titled 'A Glimpse into Advertising Trends for 2023,' offering a comprehensive overview of print advertising, exploring innovations, and dissecting the positioning and themes of ads, including festive and sales promotions. According to the report, the ad space exhibited a 2% surge in 2022 and a notable 4% growth in 2023, both compared to 2019. Furthermore, a detailed comparison between 2023 and 2022 revealed a 2% increase in ad space. Notably, the quarterly analysis highlighted substantial growth in quarter two and quarter four of 2023, with 7% and 28% respectively when compared to quarter one of the same year. In the advertising landscape of 2023 for print, the services sector claimed the top spot with 15% of the ad volume, closely followed by education at 14%. Auto secured the third position with 13%, while both retail and banking held a share of 9% each. Personal accessories constituted 7%, and personal healthcare, along with food and beverages, each accounted for 5%. Durables and personal hygiene accounted for 4% and 2%, respectively, while the remaining categories collectively contributed to 11%. Additionally, cars and real estate emerged as the leading categories in 2023, capturing 7% and 5%, respectively. The report indicated Maruti Suzuki's rise to the top position among advertisers in 2023, a shift from its second-place standing in 2022. SBS Biotech and Reliance Retail secured the second and third positions, respectively. In the list of leading brands for 2023, Maruti Suzuki maintained its top position, trailed by Aakash BYJU's, Fiitjee, and others. With over 185,000 brands on the print medium in 2023, Kedia Sezasthan emerged as an exclusive brand, securing the 4th position, marking a notable ascent from 2022. The year 2023 witnessed four new entrants making their mark in the top brand list, a dynamic shift from the previous year. The Spices category led in growth percentage among the Top 10, showing an impressive 73% surge, closely followed by Public Issues with a commendable 59% increase. You can read the complete report below.

Feed Burner 12 Mar 2024 6:47 pm

The evolution of womens portrayal in Indian Ads

Advertisement, whether through word-of-mouth, television, OOH, or otherwise, serves a primary purposeto create awareness. Since the inception of advertising, gender stereotypes have taken centre stage, diluting how the industry perceives women. In the golden era of advertising and entertainment, mimicking the patriarchal society, women worldwide were portrayed as mere side characters who helped the male leads with mundane tasks like selling motorcycles and insurance. As times moved ahead, society started giving more value to women's opinions and they became an important demographic for brands and advertisers, the late 70s-early 80s saw women selling everything domestic from kitchen utensils, food products, and detergents to baby products. Although these ads had women as the main characters, the roles were still boiled down to stereotypical portrayals of the gender. Categories like detergent, edible oil, cookware, and others were selling the idea of a perfect homemaker. The women in these ads were either busy hunting down the healthiest oil to cook food for their families or selling the most effective detergent to the audience. Change in narrative Joy Mohanty , Chief Creative Officer, North, Dentsu Creative India said, Till the early 2000s, detergent ads in India reinforced stereotypical gender roles. Ads showed women doing the laundry. Men were rarely seen involved in laundry, underlining the division of household chores. The message was clear - laundry is a woman's responsibility. But today, more than 30 years after Surf Excel's first Lalitaji ad, many brands have changed the way they portray women and their duties. Mohanty thinks the turning point came with Ariels 2015 campaign, Share the Load. This campaign asked a pertinent question, Is laundry only a womans job? The series of ads aimed to address some age-old unequal expectations in Indian households and aimed to create a household where men and women share responsibilities equally. Mukta Maheshwari - Chief Marketing Officer; VP & Category Head Fabric Care, P&G India recalled the idea behind this campaign and said, We realise that consciously or unconsciously, everyone is influenced by what they see and hear. Stereotypical imagery and inaccurate portrayal of gender roles can reinforce our unconscious bias and substantially slow down the pace of change. Josy Paul , Chairman & CCO, BBDO India thinks that this change in narrative has impacted the way audiences' perceptions. He said, At the heart of this evolution is a recognition of advertising's potent ability to influence societal norms and foster meaningful change, which, if done right, can truly have a lasting impact. Just like P&Gs Ariel, many more brands and categories apart from fabric care have broken down the stereotypical portrayal of women in ads and tried to change their narratives. Amer Jaleel , Founder of Curativity said, The fabulous thing about advertising is this: Once someone breaks the mould and does something fresh all the other brands in the category follow suit and essentially try to become that same brand. This predictably has happened in the detergent category too. The predictability that Jaleel mentioned can be seen with other detergent brands communication. Take, for example, Nirma. The homegrown brand gained household popularity with its catchy jingle Sabki pasand Nirma which debuted in 1975 and has stayed relevant through decades. In the past, the brand roped in famous Bollywood celebs, particularly female leads to stay relevant with the audience. The brand started with roping Sangeeta Bijlani, and more recently shifted its communication to a wider audience by roping in Bollywood actors Akshay Kumar and Hrithik Roshan. The idea behind casting these men was to help remove the stigma that washing and cleaning were chores men shouldnt take up. Similarly, Surf Excel has undergone a massive communication change in the past few decades. The brand's iconic character 'Lalitaji' was 'The Housemaker' of the 80s who knew all the right reasons to buy the brand's product. The tagline back then ' Surf ki khareedari mein hai samajhdaari' aimed at educating about the perks of buying their products. Pivoting from this storyline, the brand changed its themes multiple times through the years. In the early 2000s, the ' Daag Acche Hain' campaign rolled out which saw two kids as the main role, and completely eliminated the mother's character. More recently, the brand has incorporated men in the communication as well, depicting that washing clothes isn't just a woman's or mother's job. Another category that has taken strides to move beyond gender norms is the cookware category. Traditionally, like many industries that dealt with household essentials, the cookware category often portrayed women being busy in the kitchen while their husbands lounged around in the living area or were busy working. Prestiges infamous tagline -- ' Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar ? was penned in the 1970s and was still late 2010s. In these ads, the wife was always present in the background, while the husband was carefully advised to buy a Prestige cooker if he loves her wife boiling the communication down to a wifes job is cooking. In the past, when ads showed wives worrying about unexpected guests and their kitchenware coming to the rescue, the role of a wife was narrowed down to the kitchen. Moving away from this stereotype, Vinod Cookwares recent ads showcased a husband cooking for his wife and a son-in-law explaining the many reasons why the brands products were the best fit for his cooking. Sooraj Pillai, Group Creative Director, DDB Mudra said, Once confined to the domain of homemakers, the art of cooking has undergone a remarkable metamorphosis. It has transcended its domestic confines, evolving into an essential life skill. Sunil Agarwal , Director of Vinod Cookware said, Traditionally, Cookware and kitchen appliance ads in India have often featured women as the primary users of these products, reinforcing the stereotype that cooking and household chores are solely the responsibility of women. However, by focusing on the performance and utility of its products rather than traditional gender roles, Vinod Cookware aligns itself with a more inclusive narrative in the kitchenware industry. In the realm of edible/cooking oils, there has been a notable trend of focusing on promoting healthy lifestyles and mitigating heart-related diseases through the selection of the correct cooking oils. Traditionally, this responsibility has often fallen on women, who have been tasked with choosing the right oil for cooking. However, as societal norms evolve, the communication strategies within this sector have also shifted to reflect these changes. Fortune Soyabean Oil's ad talked about prejudices people have about women and cooking. The ad showcased how a father can also be the only one who cooks food, and its not always a mother's duty to fulfill. The tagline of the ad read -- 'Khana chahe koi bhi banaye, ghar ka khana, ghar ka khana hota hai. Another example of breaking stereotypes in ads was Dhara's 2018 campaign - 'Zara sa Badlav'. The ad showcased men in the kitchen and tried to break gender norms. The tagline for the campaign read -- ' Humesha se rakhti hain sabka dhyaan, zara ye bhi deserve karti hai aaram'. Talking about how the communication for the brand will evolve, Manish Bandlish , Managing Director, Mother Dairy Fruit and Vegetable Pvt. Ltd. said, Moving forward, as we continue to navigate the evolving landscape of gender roles, Dhara remains committed to supporting inclusivity and diversity in our messaging. We will continue to ensure that our campaigns reflect the changing dynamics of modern families. The way forward According to a report by ASCI on gender stereotypes in ads, 74% of female consumers believe that the way they are portrayed in ads is completely out of touch with who they truly are. But, recently, more categories and industries that were previously entirely male-dominated have started incorporating women to drive conversations and broaden their consumer base. C ategories like BFSI, automobile and other male-dominated industries are slowly incorporating women in their advertising as the main characters. Last year, Deepika Padukone was announced as the global brand ambassador for Hyundai India. For the past 25 years, SRK has been the face of the brand, and with this association, the automobile company has made a shift in its endorsement pattern. Talking about this shift in communication, in a previous conversation with Social Samosa, Ashish Bhasin said, Earlier, the automobile industry was perceived as a male-dominated and male-decision-making category. That is no longer the case; women today are playing an increasingly important role in both their and their familys purchase decisions. I feel, that as more women start earning more and the automobile industry starts targeting them, more female brand ambassadors will get recognition not just for their face values but their understating of the automobile sector. Experts believe that moving forward other categories that have historically portrayed women in stereotypes can bring massive change as well. Joy Mohanty thinks that although the portrayal of women in ads has moved beyond gender roles, there's still work needed. He said, While the needle did move, and more career women were seen in detergent ads, many still portray women as the primary laundry doers. As gender roles in India continue to evolve, detergent ads can play a role in promoting a more balanced view of housework. More ads featuring men and shared responsibility are needed to normalise a more equitable portrayal of housework. Josy Paul has similar opinions on this matter. He believes that although in the past three decades, the communication for detergent and fabric care brands has changed, brands need to beyond this. He said, We cant just use the social cause as a quick mantra to draw attention. Doing so would mean we are not being true to ourselves or the people. We must bring our efforts to some closure if we are serious about the purpose. Lastly, Varsha Desai, Executive Creative Director, Mullen Lintas Mumbai gave pointers for brands to keep in mind to better their communication: Is it a truth that's well-told? Would I watch it myself or I'll hit the skip button when no one's looking? Is this narrative truly effective for a brand do I just want to travel to Prague The evolution of women's representation in Indian advertising signifies a progressive shift towards inclusivity and gender equality. While significant strides have been made in challenging stereotypes and promoting balanced portrayals, there's still room for improvement. Brands need to continue pushing boundaries, moving beyond tokenism, and ensuring that their messaging aligns with authentic narratives.

Feed Burner 12 Mar 2024 4:20 pm

Ashish Sehgal to lead Zee's broadcast revenue vertical as Rahul Johri quits

Zee Entertainment Enterprises Ltd. (ZEE) announced the strategic changes in the revenue vertical of the broadcast business, implemented by its MD & CEO, Punit Goenka. With immediate effect, Ashish Sehgal , Chief Growth Officer, Advertisement Revenue; will now directly report to the MD & CEO. In line with the strategic approach undertaken by the MD & CEO, this announcement is the first step towards streamlining the organization, in order to optimize the resource allocation and enhance productivity. The Company has accepted the resignation of Rahul Johri. In his stint at ZEE for over three years, Johri has led the revenue and monetization vertical. Punit Goenka, MD & CEO, ZEE said, With his rich expertise and experience, Rahul has added immense value to the organization. I wish him all the success in his future endeavours. I am most certain that with his passion towards the Sports and Media Business; he will continue to contribute towards the industry at large. I also look forward to working closely with Ashish and the team, with an aim to drive higher growth in the advertisement revenue segment, as the linear business landscape unlocks more growth opportunities. Commenting on his decision, Rahul Johri said, It has been a pleasure to work with Punit and the entire team. ZEE is an Academy of Talent and I will always be a proud alumni. I will continue to work towards the upliftment of the sports and media industry, leveraging my expertise to unlock its potential. I wish Punit and team ZEE, all the very best. In line with the new lateral structure being implemented, Ashish Sehgal will now work closely with the MD & CEO, in order to maximize value for the advertisers. Since the MD & CEO will be directly working with the revenue teams, all other reportees of Johri will report to the office of Punit Goenka. The management of the Company, under the leadership of Goenka, will continue to take all the required steps that are aimed towards enhancing the performance of the Company and above, in the interest of its esteemed shareholders. He will continue to implement the required measures to reduce the costs, optimize the resources and sharpen the focus of the organization towards enhanced levels of quality.

Feed Burner 12 Mar 2024 4:06 pm

Mixed Route Juice bags the 360-degree advertising mandate for Project Vikalp

Mixed Route Juice has bagged the complete 360 advertising (ATL & BTL), marketing and digital mandate in a multi-agency pitch for Project Vikalp, working in the space of Womens Sexual rights by Ipas Development Foundation for rural regions in Rajasthan, Madhya Pradesh, and Assam. Speaking on the win Amrita Sharma , Founder & Creative Head at Mixed Route Juice, said, This project opens up a whole new territory for us. With this we will be able to give a fresh new perspective to communication in the Development sector. It is the need of the hour, considering how the market has been cluttered with organizations trying to raise the bar in creative communication campaigns. We will look at it from the lens of a mobile first approach to tap into rural audiences. Our goal is to bring about change that really matters and Ipas Development Foundation is just the right partner for it. Vipul Malviya, Communications Head at Ipas Development Foundation said, We are very excited to collaborate with Mixed Route Juice for Vikalp and believe they will be able to make it the talk of the society at large. MRJs dynamic and young team is the best fit for this and we look forward to a great association. The Vikalp project aims to build awareness about reversible contraceptives through multimedia including cable TV, radio, wall painting, social media, community mobilization & engagement, to strengthen and support government platforms/programs.

Feed Burner 12 Mar 2024 3:27 pm

MakeMyTrip's Raj Rishi Singh on creating brand recall through a 360-degree marketing approach

Back in the early 2010s, MakeMyTrip (MMT) was launched as a flight booking platform that focused on offering airfares and flights exclusively. This business model was visible throughout its marketing strategy. It was a time when the travel industry was highly dominated by the unorganized sector. MMTs ads, back in the day, tried to stand out of the clutter and focused on brand building. Around 2012, the brand forayed into hospitality, and its campaigns started seeing a shift. In 2012, MMT rolled out a humorous TVC where a man with clear signs of amnesia is only able to recall his trip to Thailand that he took with MakeMyTrip. Although the brand shifted its business ethos, the communication still focused on making itself the first choice for travelers. Raj Rishi Singh , Chief Marketing Officer and Chief Business Officer Corporate, MakeMyTrip said, The big idea for MMTs campaigns is always to deliver consideration and brand recall for the brand. Today, more than a decade after this shift, in the Indian hotel booking and travel segment, MakeMyTrip holds a 53.8% market share in the country. Last year, the brand rolled out its TVC starring its brand ambassadors Alia Bhatt and Ranveer Singh urged audiences to book hotels with MMT to save on their next trip. Banking on peak months The travel industry essentially sees a rise in consumer spending twice a year. Once right after the first quarter summers, and the next being after the festive season winter break. An industry-wide phenomenon, MMT witnesses a similar pattern as well. Singh said, MMT sees a larger uptick in numbers right after the Jan-Feb-Mar quarter. Similar to the summer months, the uptick in numbers is seen right after Diwali. During this time, MMTs traffic starts growing double digits. Witnessing this trend, for the past couple of years, to leverage both of these peak seasons the brand has rolled out timely campaigns. Last year, the summer campaign talked about an untimely change in travel plans and how MMT can save the day for struggling travellers. The next quarter saw The parachute and The hotel ads, helping customers with hotel bookings. Similarly, last year the brand rolled out its two big campaigns in the same time durations once post Jan-Feb-Mar and once post Diwali. This pattern was observed in the year that preceded this one as well. In-app experience The brand is effectively trying to sell customer experience through its campaigns and products as well. And apart from its ad campaigns, the brands app plays an important role in bringing in and retaining loyal customers. Singh mentioned that they have seen a dynamic shift in the way Indians are travelling. He said, We see a strong consideration and willingness for people to travel as disposable incomes are improving. The overall travel economy in India looks to be robust in the future as well. Last year the brand expanded its offerings and rolled out a bunch of products. To enhance its in app experience, the brand dipped its toes into the corporate travel sector with a dedicated business travel portal in the app and a team of travel experts who can help with everything from booking flights and hotels to arranging visas and meetings. The brand also expanded its reach to new destinations. It added Saudi Arabia, Israel, and the Caribbean. They also focused on promoting destinations in India, such as Ladakh, Munnar, and Coorg. Singh said, Last year we realised that people are willing to and want to travel to new places. The desire to discover new destinations has increased and hence alternate accommodation is becoming a great opportunity for us and we are dialing that up in our platform as well. After the pandemic, travellers started homestays over hotels and became a dominant choice for Indian travellers and homeowners alike. Homestay occupancies surged by 50% compared to the pre-pandemic levels. MMT has effectively banked on this consumer want and homestay has become a regular point of communication for the brand for the past two years. View this post on Instagram A post shared by MakeMyTrip (@makemytrip) 360-degree approach To build a strong hold over the market, the brand has adapted to an omnichannel marketing approach. The brand is present of TV, digital and print, where TV takes the biggest cut. Talking about the mediums, said, We use all kinds of formats to reach out to the consumer in the most relevant manner. Our approach is omni channel. If were trying to reach affluent audiences for a particular campaign, then we would tend to choose connected TV as a channel at the same time, if you're running a mass channel, then we would also use linear TV and social media. Last year, the brand rolled out a tested by Fans print ad during the World Cup to highlight its homestays and villa services. Along with the print ad, the brand rolled out a TVC as well. In the past, the brand used to collaborate with movies that had travel and destination themes in them. Movies like My Name is Khan and Dostana joined hands with the brand to accelerate communications. Last year, the brand banked on its brand ambassadors movie Rocky and Rani to further their reach among the audience. Taking themes from the movie and leveraging the on screen couples travel plans, the brand curated special Rocky & Rani holiday packages. The brand has a presence on Instagram and Twitter as well. Both of these platforms are used as a point of relevant conversations, often participating in audience banter, moment marketing and influencer reach. View this post on Instagram A post shared by MakeMyTrip (@makemytrip) MMTs future plans Moving ahead with building the consideration mantra, the brand is aiming to actively push this into its communication channels. Singh said, We want to ensure that we are seen as the choice of platform for Indian travellers. To do so, we aim to present consumers with unique opportunities through our services and communication. Singh listed down the brands upcoming plans. Committed to building consideration for hotels: The brand wishes to keep on investing to ensure consumers keep using MMT for booking hotels by providing offers and deals on hotels Education on international trips: The brand aims to build a strong want for international trips through its communication channels in the coming year. MMT wants to educate consumers on the advantages of using the platform for booking international travel as well. Buzzing opportunities: The brand plans on continuing its efforts at communicating about homestays. Singh thinks it is a very buzzing opportunity, and banking on it makes most sense.

Feed Burner 12 Mar 2024 2:38 pm

Gigesh Gangadharan joins L&T Finance as Head of Digital Marketing

Gigesh Gangadharan , a seasoned digital marketing leader, has embarked on a new chapter in his career by assuming the role of Head of Digital Marketing at L&T Finance. His expertise and strategic insights have been improved through impactful roles in many organizations. Reflecting on his new position, Gangadharan expressed his enthusiasm, stating , Im happy to share that Im starting a new journey as Head Digital Marketing at L&T Finance!. With over 15 years of experience, Gangadharan has a track record in driving digital excellence for brands across FMCG, Pharma, and Media industries. Being the Digital Marketing & Media Lead for Consumer Healthcare at Sanofi and having previously worked at Godrej Consumer Products Limited, Gangadharan implemented precision marketing strategies, led a dynamic cross-functional team, regaining market share and contributing to substantial growth in sales for the companies. His expertise also extends to Star India, L'Oral, Colgate Palmolive, Garnier and a lot more where he formulated digital marketing strategies for the brands. Notably, his achievements include launching digital-only brands and securing the L'Oreal Global Digital Award in 2014. Demonstrating expertise in conceiving and implementing innovative digital marketing, performance marketing, and e-commerce strategies, he has worked on enhancing brand equity, engagement, and revenue.

Feed Burner 12 Mar 2024 2:35 pm

Ritu Kant Ojha appointed as Chief Marketing Officer at DogTrove

Ritu Kant Ojha has been appointed as the Chief Marketing Officer at DogTrove. Ojha, who brings over 18 years of experience in marketing, strategic communications, editorial, and content across multiple sectors, will deepen DogTrove's reach in the expanding market for personalised pet items. Ojhas last role was with WPP. Having held senior positions with media giants including CNBC, Bloomberg, and The Indian Express, and having consulted several Fortune 500 companies, Ojha's background positions him as a catalyst for DogTroves ambition to scale its operations internationally. Ojha's strategy for the company would be to extend its global reach by crafting marketing approaches and narratives that resonate with pet owners' emotional ties to their pets. He revealed the news of his new position in a LinkedIn post .

Feed Burner 12 Mar 2024 12:41 pm

Pinterest officially introduces its 'body type' range tool in the US

Pinterest has made an announcement that users in the United States can now officially use its tool for filtering searches by various body shapes. The feature was first tested by the platform last year, and it's presently being tested in Canada. Pinterest's search landing page now showcases companies that are inclusive of all sizes, such as Eloquii, Ganni, Mara Hoffman, Osei Duro, Gia / Irl, and more, as part of the launch. Body type ranges are part of a broader effort to develop AI-powered technology that is additive rather than addictive. The tool is powered by Pinterests patent-pending innovation, body type technology , which uses shape, size and form to identify various body types in over 3.5 billion images on the platform. The feature allows visitors to see four different body types at the top of the results page by typing into the search field and selecting the Body Types option. The body type choice may be kept to the user's device if they choose the same option repeatedly. Currently, Pinterest's body type ranges feature is limited to wedding and women's fashion inspiration. Pinterest is a visual discovery platform and we want users to be able to see themselves reflected in their search results, said Sabrina Ellis, Chief Product Officer at Pinterest. Thats why we are leveraging AI to bring greater inclusion to our product design. Body type ranges increase representation on the platform and give Pinterest users more intentional choice and control over what they see on Pinterest. We have already seen that people who use body type ranges had a 66% higher engagement rate per session on Pinterest than those who havent used the tool. Later this year, the company claims it intends to expand into men's apparel. Pinterest's patent-pending computer vision technology powers the tool. It was introduced last year and leverages form, size, and shape to recognize different body types in over 3.5 billion photographs on the platform. To make more users feel represented on the site, the platform also offers other inclusive features, such as skin tone ranges and hairstyles.

Feed Burner 12 Mar 2024 12:29 pm

Indian brands capture key highlights from the Oscars 2024 with relatable creatives

The Oscars, the grand celebration of cinema, captivate audiences worldwide annually with brands now capitalising on 'moment marketing' during the awards, rapidly creating and sharing real-time content. This approach enables brands to engage with the audience and make an instant impact making it a fast and effective strategy for brands to stand out during the Oscars. This year, The Souled Store showcased its creativity with memes related to John Cena's Oscars stunt, cleverly tying it to a similar incident by Aamir Khan in the Indian film industry. Oral B, on the other hand, took advantage of the trend to promote its toothbrushes, highlighting how using its product could lead to the healthiest smiles worldwide. Popular brands, including Swiggy, Zomato, and Blinkit also jumped in on the Oscars trend. This reflects how brands utilised the Oscars moment to connect with their audience through humor and relatable content. Here's a look at a few other brand creatives that we came across: Swiggy View this post on Instagram A post shared by Swiggy (@swiggyindia) Zomato the #Oscar for best supporting role goes to. pic.twitter.com/KP2Zj5n1vk zomato (@zomato) March 11, 2024 Shaadi.com Who called it husband and not best actor in a supporting role (male) Shaadi.com (@ShaadiDotCom) March 11, 2024 Flipkart View this post on Instagram A post shared by Flipkart (@flipkart) Swiggy Instamart Potato won the best vegetable award for playing multiple roles at one time #Oscar pic.twitter.com/ru8T55EqZW Swiggy Instamart (@SwiggyInstamart) March 11, 2024 Blinkit 7 Oscar Awards in a picture #Oscar #Oppenheimer pic.twitter.com/OnY6SaYTWE Blinkit (@letsblinkit) March 11, 2024 The Souled Store PK did it first. #oscars2024 pic.twitter.com/wZstbNWl27 The Souled Store (@thesouledstore) March 11, 2024 Oral B India View this post on Instagram A post shared by Oral-B India (@oralbindia) ABC Life Insurance #Oscars24 to anyone who chose Life Insurance today. @Social_Samosa ABC - Aditya Birla Sun Life Insurance (@abclifeinsure) March 11, 2024 Youtube India everyone thinking what to comment for the winning post rn #Oscars pic.twitter.com/q55j9ai0gJ YouTube India (@YouTubeIndia) March 11, 2024 Tic Tac India Who called it mint and not the best vibe ever? #Oscars2024 #Oscar @Social_Samosa TicTacIndia (@TicTacIndia) March 11, 2024 Netflix India Guess you could say lately hes been Killian Murphy #Oscars pic.twitter.com/Lw4Uju6eiu Netflix India (@NetflixIndia) March 11, 2024 Disney Plus Hotstar *Ive waited a whole year for this music* The music: AND THE OSCAR GOES TO #Oscars Disney+ Hotstar (@DisneyPlusHS) March 10, 2024 Ixigo Me if there was an #Oscar for cancelling a trip last minute pic.twitter.com/hlIVyKu5OS ixigo (@ixigo) March 11, 2024 boAt me thanking my playlist for getting me through life #Oscars pic.twitter.com/GMh4LA3pFy boAt (@RockWithboAt) March 11, 2024 Jio Cinema Congratulations to Robert Downey Jr on his @theacademy win for Best Supporting Actor. Oppenheimer streaming on #JioCinema March 21 onwards. Available in English & Hindi #OppenheimerOnJioCinema #PeacockHubOnJioCinema #Oscars pic.twitter.com/vdBnttL9gj JioCinema (@JioCinema) March 11, 2024 Did you come across any interesting brand creatives celebrating the 2024 Oscars that we missed out on? If yes, then share it with us at team@socialsamosa.com or post it in the comments section below.

Feed Burner 11 Mar 2024 6:28 pm

WhatsApp Reportedly Working on Adding a New Label to Indicate Conversations Are End-to-End Encrypted

WhatsApp has been spotted working on a new end-to-end encryption (E2EE) label for individual and group conversations that is reportedly in development. The popular messaging application will show a message within chats that will confirm that the messages sent and received are encrypted and WhatsApp does not store any of the information.

NDTV 11 Mar 2024 5:55 pm

Infidigit elevates Kiran Washindkar as Co-Founder & Sr. VP of Growth

Infidigit, an SEO marketing company in India, has appointed Kiran Washindkar as Co-Founder and Sr. Vice President of Growth. In his new role, Washindkar will continue to play a pivotal role in furthering organic growth for premium clients with a futuristic approach to integrating AI and Machine Learning into SEO strategies. With the use of AI shaping SEO to be more conversational and Google Search advocating for more ethical and high-quality content production, he would be gearing up to dive deep into future technologies. Additionally,Washindkar will champion strategic digital growth teams in response to the increasingly competitive marketplace, reflecting Infidigit's commitment to staying technologically agile. Speaking on the appointment, Kaushal Thakkar , Founder and Managing Director, Infidigit, said, We will continue to be ready to take on a more technology-intensive and innovation-driven SEO ecosystem. Key leaders who have grown within the system will take on larger roles. Kiran will now champion the digital growth team in India, which is required to manage the surge in demand for SEO that we are witnessing. I am confident that his strengths and extensive experience will help us elevate our business to the next level of success. Kiran Washindkar, Co-Founder & Sr. Vice President - Growth, Infidigit, commented on his appointment, I am honoured and excited to take on this new position as the Co-Founder at Infidigit. The journey to this new role has been remarkable, and I am privileged to lead such a talented team of professionals. Their passion for growth, dedication, creativity, and resilience never cease to inspire me. I am confident that together, we can overcome any challenges. I look forward to leveraging this opportunity to further elevate the companys success. Washindkar has been instrumental in driving client success and utilizing technological advancements for the growth of clients at the company. His astute ability to meet the clients ever-changing technological needs with the most updated services has led to the immense success of Infidigits growth vertical, focusing on SEO (Search Engine Optimization), CRO (Conversion Rate Optimization), and ASO (App Store Optimization). He displayed an advanced level of ingenuity in managing over 45 of the key client accounts. In the last two decades, Washindkar has spearheaded SEO initiatives for numerous brands while working with digital marketing agencies and contributing to growth at Quikr.com, Housing.com, and more.

Feed Burner 11 Mar 2024 4:51 pm

Reddit introduces Reddit Pro with tools designed for business growth

On a daily basis, genuine individuals visit Reddit to feed their interests, find solutions to issues, and make choices. The interest-based communities on Reddit, hidden behind billions of posts and comments, provide a unique platform for businesses to learn about, interact with, and comprehend online. The platform has now announced Reddit Pro: a free suite of tools for businesses to also establish and grow a meaningful organic presence. These tools will transform the way businesses engage on our platform, and in turn, connect people with the businesses they are most interested in, whether used in conjunction with their Reddit ads or as a stand-alone source of organic engagement. Businesses can access an interface with numerous features through their current or newly-established Reddit user account by using the free tools, which is presently in its beta test phase. Reddit Pro will keep developing and growing while the platform carries out further testing; starting in March, it will provide: Reddit's over 16 billion posts and comments provide AI-powered insights that highlight the most popular communities, trending subjects, and discussions related to particular categories and, occasionally, particular companies. Companies can utilize this information to join or initiate discussions, establish connections with both current and potential customers, and customize their interactions and appearance on the platform. Businesses can evaluate organic post-performance data using performance analytics to guide their strategy and increase engagement. Publication tools that facilitate the planning and scheduling of profile posts, as well as easy-to-follow instructions for companies looking to begin participating in Reddit communities. A Pro dashboard to monitor monthly success in relation to account activity and total organic engagement. With only a click of a (promote) button, Reddit Pro members may effortlessly expand the reach of their organic profile posts as sponsored advertisements on Reddit, all without ever leaving reddit.com, in addition to these dynamic options. In its blog, Reddit's Chief Marketing and Consumer Experience Officer, Roxy Young said, Reddit is where real people connect in interest-led, intent-driven spaces, and for businesses at this moment, there are not a lot of places to be part of these interactions and engage with people organically. Through Reddit Pro, were connecting companies with communities in a mutually valuable way: unmatched insights and tools for enhanced participation from businesses, both organic and paid, which then drives more relevant and valuable experiences for our users. Reddit Pro will change the way businesses interact on our platform, and were delighted to see so many brands already getting more comfortable and acting like redditors even mastering the art of the troll all while building an authentic community around their brand. Who's going pro? More than 200 companies have included Reddit Pro in their digital strategy so far. These companies include well-known brands like Taco Bell and Wendy's, players in sports and media like the NFL and The Wall Street Journal, as well as disruptive brands like Kate Somerville and Atlas Headrest. The platform observed that partners generated 11 extra posts and comments per month on average and saw a +35% increase in monthly upvotes of their organic content in our early alpha testing with a smaller group of about 20 businesses. Reddit Pro was created to support the growth of all businesses, but during early testing, more small and medium-sized business advertiserslike Atlas Headrest, Nudge Security, and Peak Designare effectively utilizing the tools to reach and interact with new Reddit users.

Feed Burner 11 Mar 2024 4:23 pm

Metro Brands Ltd appoints Roch DSouza as Senior Vice President of Marketing

Metro Brands Limited today announced the appointment of Roch DSouza as Senior Vice President of Marketing. In his new role, he will report to Alisha Rafique Malik, President at Metro Brands Ltd, and will actively contribute to driving the company's marketing initiatives. Roch will spearhead marketing strategies for in-house brands Metro Shoes, Mochi, and Walkway along with UK-based brand FitFlop. With over 22 years of experience in the retail and FMCG sector, Roch brings strategic acumen and innovative approaches to the table. Commenting on his appointment, Roch DSouza , Sr Vice President at Metro Brands Limited said , With Metro Brands at the forefront, extending its reach into multiple cities and brand domains, we are embarking on an exciting journey. Each brand under MBL's umbrella presents a unique opportunity to engage with our target demographic and cater to diverse market segments. I look forward to enhancing our marketing strategy and fortifying the brand's presence. Alisha Rafique Malik. President at Metro Brands Limited said, At Metro Brands, we are dedicated to nurturing a forward-thinking and innovative workplace environment. Roch's two decades of experience and strong marketing skills are highly valuable. I look forward to his leadership in guiding us towards becoming the foremost contemporary Indian footwear retailer with a strong omnichannel presence nationwide, thereby enhancing our brand portfolio strategically. Prior to joining Metro Brands, Roch held leadership positions at companies like Future Group and Parle. He played a role in expanding Brand Factory from 30 to 105 retail outlets within six years.

Feed Burner 11 Mar 2024 3:05 pm

Experts share ad campaigns that empower women beyond stereotypes

In the 1970s, when mainstream advertising showcased women through the male gaze, whether as an object or someone who takes care of the household, there was a copywriter who wrote an advertisement for a beauty brand that would accurately portray her feelings as a woman. The catchphrase Because Im worth it written by Ilon Specht for L'oral Pariss Preference for hair colour changed the way women looked at themselves. Since then, the brand itself has roped in women from all walks of life to utter a rephrased version of the phrase - You are worth it, which has become the brands positioning. In an interview, Specht mentioned that she wanted a more assertive, more contemporary real woman, and wanted it to benefit the women. While advertisements have attempted to change the course in the last few decades, societys perception of how a woman should be has been highlighted much more than how a woman wants to be seen and treated. Now, gone are the days when a woman was a mere prop; instead, she is seen as a superwoman - taking care of her personal and professional life like a champ. A recent campaign for Tanishq titled The Superwoman, however, showed that women, with all their responsibilities, are humans first and deserve to be treated as one. In recent years, there have been a few impactful campaigns that have attempted to bring change and placed the onus of putting women in a stereotypical light on the viewer. Take Titan Raga's thought-provoking campaign #BreakTheBias which challenged gender biases in the workplace. The ad showed that working women who are successful at their jobs are perceived to be taking favours behind the scenes. Not just in the workplace, women have had to be responsible even at home, bearing the brunt of household labour without much thought or appreciation. In 2015, Ariel with its campaign series #ShareTheLoad aimed to address these unequal expectations. While the brand is all about detergents, the attempt with this campaign was to create a household where men and women share responsibilities equally. Since then, the brand launched a series of advertisements showcasing various points of view, ultimately putting out the important message that sharing responsibilities equally can make for a respectful dynamic. This change in outlook has brought different perspectives in advertisements for such categories as well. The point is that no matter the topic of conversation, women deserve to be heard beyond a particular day dedicated to them. We speak to women in the advertising and marketing (A&M) industry on the campaigns that they feel have represented, empowered and put the real them out there. Afterall, if it wasnt for these campaigns, that we would have reached where we are today. The one where she deals with bias at work Kainaz Karmakar , Chief Creative Officer, Ogilvy India Campaign - #BestAtWork, Mia By Tanishq Many good ones have been done across the years but the one I resonated with the most is called - The Last Thing on My Mind for Tanishqs work-wear range. It beautifully tells the story of a bunch of female protagonists who are dynamic professionals. Through a said-sung poetry they tell us how the world looks at them and those worries are the last thing on their mind. Written and directed by Rajesh Ramaswamy from Lowe Lintas, I found this piece to be so true to my life and beliefs. The casting, music and direction are all solid. Not only is this piece a great reflection of how I feel but it is super watchable and never feels dated. Mahima Mathur , Creative Director, DDB Mudra Group Campaign - 900 Minutes Of Equality, Corona Im a big fan of advertising that breaks gender stereotypes without screaming Look were breaking gender stereotypes from the rooftop. Like 900 Minutes Of Equality by Corona. The base salary of a female soccer player in Mexico is 10 times lower than a mans. So Corona got 280 female players to play a 900-minute game to show how much women need to play to get the same amount as men in a typical 90-minute game. Simple, powerful, authentic. What made all the difference was that it wasnt just an act to talk about the wage gap, it was also a piece of entertainment that demonstrated some incredible soccer being played. A loud and clear 900-minute hold my beer to everyone who says female soccer just isnt interesting or hardcore enough. A visceral piece that resonates not only with women in sports but also with women across all professions who find themselves hustling ten times harder than men just to earn equal recognition and pay. Rumi Ambastha , VP - Marketing, Swiss Beauty Campaign - #RedefiningCelebration, Sabhyata About two years ago around Diwali, when there was an avalanche of films by every small and big player across categories there was one particular quaint film that caught my eye that had a quiet demeanour and a sense of calmness about it. It has happened that over the years whenever I have randomly encountered this particular film on my feed I find myself teary-eyed which I must stress that it rarely happens. So clearly this film tugs upon my heart every single time without missing a beat. The film is set in an albeit common office wherein a woman walks in for her final round of interviews. What transpires is that by pure coincidence from the employee's perspective and ingeniously designed by the employer she meets the CEO of the company. Sheeba Chaddha is terrific in her portrayal of an understanding fellow female employee who understands the female employee's predicament about her early pregnancy and will to work and hunger for opportunity. In absolutely no unnecessary chest thumping or screaming from atop a terrace kind of way, the film talks about leadership with empathy, ambitious women, and a workspace that's understanding almost like family. Theres a simple world charm in the film that's hard to come by. The one where she breaks taboos Pooja Manek , Creative Lead & Founding Member, Talented Campaigns - Blood Normal, Viva La Vulva & Womb Stories by Bodyform Its one thing to do a heartfelt womens day campaign, and another to commit to a discourse no matter what time of the year it is. The latter is why I am a fan of Bodyforms work. They didnt tackle breaking taboos once. They OWN the discourse to keep fighting the good fight until it is normalised. Thats the difference between a campaign and a movement. Bodyform isnt afraid to go where other brands wont. In 2017, with Blood Normal, it abandoned blue liquid in favour of the first real (and very overdue) depiction of menstrual blood in an ad campaign. In 2019, with Viva La Vulva, it showcased an unapologetic ode to the female anatomy and a takedown to the toxic myth of perfect, with a colourful chorus of all-singing, all-dancing vulvas. In 2020, with womb stories, a campaign putting the spotlight on IVF treatment, endometriosis cramps, menopausal hot flushes, nipple hair and first periods, it gave a voice to the unseen, unspoken and unknown truths about the physical experiences of women everywhere. Its time, more than ever before, to empower women to speak up about their bodies and own their experiences authentically. I believe it shouldnt just be acceptable for a woman to have ownership over her body and over her narrative. It shouldnt just be acceptable for people to be who they want and to love who they want and to choose not to have children if they want. This should be the norm. NOT JUST ACCEPTABLE. T he one where she expresses her desires Gauri Malhotra , CMO, Bombay Shaving Company Campaign - 'Why should boys have all the fun?', Hero Honda Advertising serves as a catalyst for societal progress when it fearlessly challenges conventions and reshapes perspectives. The campaign by Hero Honda, 'Why should boys have all the fun?' was an effort to reposition the role and aspirations of women beyond their responsibility towards household chores. Campaign - Remarriage, Tanishq Equally impactful were the Tanishq Remarriage series of ads, which sensitively addressed societal taboos surrounding remarriage, presenting it with the dignity and grace it deserves. Remarriage is often a topic shrouded in silence, yet Tanishq's progressive stance boldly confronted this issue, demonstrating the brand's dedication to driving societal change. Swati Balani , Executive Creative Director, BBH India Campaign - Cheers to All, Heineken A recent example has been Cheers to All by Heineken done by Publicis Italy. The campaign brought out the unseen bias in bars and pubs without going into a social commentary about it. Therefore, it subtly brought out the brands perspective. This campaign truly spoke to me as it brought out a small bias that women have felt every time they have stepped out for a drink. No big statements, no demanding a big change, but a simple shift that made us all see how we all can enjoy any drink wed like! The one where she challenges societys expectations Mini Sood Banerjee , Assistant Director & Head of Marketing and Training at AMOREPACIFIC Group Campaign - Stop The Beauty Test, Dove Dove always comes up with the best of the campaigns and #StopTheBeautyTest made me think about why people in the society think like this. This ad shows how a girl is being judged by her prospective in-laws for not being fair, tall, slim and the list goes on. For young women, the journey of finding the right partner doesnt have to turn into an ugly #beautytest. One message I could get from this ad is that when you look for beauty, you will find beauty in everything but when you look for flaws, you will find only flaws followed by disappointment. Campaign - Chhoti Soch, Urban Company I think the new ad from Urban Company has taken an intersectional approach to talk about the dignity of labour for their women professionals especially those working in the SPA category. The ad shows the journey of a young masseuse who unpacks the stigma surrounding her profession first for herself and then for her family. This ad shows that the spa professional doesnt just create equity for all the masseuse but this created equity for all the women whose success is often credited to everything but their hard work and expertise. There are many more campaigns that have done justice towards bringing home the message of women's empowerment. These are a few ads that have challenged bias, reflected upon the bodily changes they go through, reiterated the agency women have on their bodies and the choices they make for themselves and above all, showed that women have time and again tried their best to break out of the shell of restrictions the society has imposed on them. Considering this year, the theme for International Womens Day focuses on inspiring inclusion by investing in women, at the end of the day, different narratives will show through when the ones working on the advertisements have women's representation. The day women will be able to voice their opinions without bias is when iconic campaigns alike Ilon Spechts will emerge.

Feed Burner 11 Mar 2024 1:13 pm

Hashtag Orange bags the social media mandate for Fenesta

Hashtag Orange has been awarded the social media mandate for Fenesta. The partnership aims to elevate Fenesta's digital presence and engage with its audience effectively across various social media platforms. The mandate was won by Hashtag Orange in a multi-agency pitch to collaborate with Fenesta. As their official partner, Hashtag Orange, will be in charge of elevating Fenestas presence on social media and the internet. Primarily it will assist Fenesta in crafting social media content while also providing solutions to address all their digital and technological challenges . Susmita Nag , the Chief Marketing Officer at Fenesta , expressed her views on their recent collaboration, stating, I am thrilled to welcome our new digital agency onboard. We are excited about the journey ahead and confident that this partnership will bring fresh perspectives, creativity, and expertise to our marketing endeavors. In today's dynamic landscape, being an industry leader, it's crucial to stay ahead of the curve and continually innovate. We believe that our new digital agency brings the right blend of skills and vision to help us achieve our goals. Together, we aim to enhance our brand presence, engage our audience effectively, and drive meaningful connections that resonate with our customers. I look forward to collaborating closely with the talented team at our new agency. Let's embark on this journey together, fueled by creativity, passion, and a shared commitment to excellence. Speaking about their new win, the founder of Hashtag Orange, Mukesh Vij , said, It is truly a matter of pride for Hashtag Orange to be associated with Fenesta. Were eagerly expanding our horizons and at such a time, partnering with this industry leader has immense significance. Our in-house creative mavericks are waiting to explode their creativity and disrupt. Were nothing but excited!

Feed Burner 11 Mar 2024 1:03 pm

Kshema General Insurance appoints Mudramax as its media partner

Following a multi-agency pitch, Kshema General Insurance has awarded Mudramax, DDB Mudra Groups media arm for its media mandate. The agency will craft and implement media strategies across offline and online platforms. Rammohan Sundaram , President Integrated Media, DDB Mudra Group said, Kshema is pioneering a category that has huge potential in the agricultural category of General Insurance. With a technology-first approach enabling deep distribution of their product, they are creating massive awareness to the target audience who will benefit in leaps and bounds given the losses they face due to various reasons in the category. We are proud to partner such a client who are focused on building a section of economy that fuels the growth story of India. Bhaskar Thakur , CMO, Kshema General Insurance said, I am delighted to welcome Mudramax as our media partners. We chose them for their strategic thinking and execution capabilities to tap into our target audience. They will be responsible for the complete media mandate. We look forward to some pathbreaking work from them as part of this partnership.

Feed Burner 11 Mar 2024 1:02 pm

Pepperfry appoints Mahip Dwivedi as Vice President and Head of Marketing

Pepperfry, the e-commerce furniture and home goods company, has announced the appointment of Mahip Dwivedi as the new Vice President of Marketing. In his role as the head of marketing, Dwivedi, who assumed office on 20 th December 2023, will spearhead the organisations marketing strategy, brand communication, performance marketing, retention, and public relations functions. He holds an MBA degree from MS Ramaiah Institute of Management in Bangalore and brings over 14 years of extensive experience in digital and performance marketing to Pepperfry. Prior to joining the e-commerce furniture company, Dwivedi served as the Chief Marketing Officer at Tyke Investment and the Head of Performance Marketing & SEO Growth at Flipkart. In fact, as a seasoned leader and strategist in the online space, Dwivedi has successfully led and executed multiple campaigns and initiatives to drive user acquisition, retention, and engagement for various brands like Big Basket and Commonfloor, among others. Ashish Shah , Chief Executive Officer at Pepperfry , said, We are thrilled to welcome Mahip Dwivedi to the Pepperfry family as our new Head of Marketing. Mahips wealth of experience and proven track record in driving successful marketing campaigns aligns seamlessly with our vision for Pepperfry's future growth and innovation. We are excited about the invaluable contributions he will bring to the table. We eagerly await the positive impact Mahips expertise will have in steering Pepperfry towards unprecedented success. Mahip Dwivedi, Vice President and Marketing Head, Pepperfry , said , I am honoured to join Pepperfry, a brand synonymous with quality and innovation in the e-furniture and home decor sector. I look forward to leading the marketing team and making valuable contributions to ensure the ongoing success and growth of Pepperfry.

Feed Burner 11 Mar 2024 12:27 pm

BBH India appoints Nisheeth Srivastava as ECD

BBH India, a creative agency within Publicis Groupe India, has announced the appointment of Nisheeth Srivastava as the Executive Creative Director (ECD). Based out of Delhi, Srivastava's mandate involves working across brands handled by both offices of the agency and reporting directly to Parikshit Bhattaccharya, Chief Creative Officer of BBH India. Welcoming Srivastava to the BBH team, Parikshit Bhattaccharya said, Nisheeths appointment is in line with our objective of building a high talent density team. His vast body of work is a potent combination of culturally rooted insights and progressive ideas. His experience in handling big brand mandates will add another dimension to our game, specifically in Delhi. He joins a high-energy, super collaborative creative leadership team comprising Ashwin Palkar, Swati Balani and Arvind Menon. I look forward to their combined magic as they curl a few into the top right corner for our clients. With 15 years of experience across industries such as advertising, radio and the internet, Srivastava can look at business and its communication with more than just one lens. In advertising, he started his career with Mudra Ahmedabad as an account planner and moved to Lowe Lintas as a copywriter. He has worked on a diverse set of brands like Moov, Krack, Google Pay, Dulux Paints, OLX, and Philips to name a few. Before resuming his advertising journey in 2018 at Lowe, Srivastava also worked as a brand creative lead at OLX. In 3.5 years of his stint at OLX, he garnered hands-on digital-first experience and teamed with various partners to make OLX one of the most well-integrated brands. The social experiment done to demonstrate hoarding culture in India was one of the highlights of that stint. This exciting confluence of mainline and digital experience has given Srivastava a unique edge. He believes, today, brands have the power to take a stand to shape a more inclusive future. Speaking about his new role, Nisheeth Srivastava said, I am stoked to be a part of BBH and its envious creative culture. It is challenging yet exciting at the same time, and I couldnt have asked for a better energy at this point in my career. I look forward to effectively lead, collaborate, and build on the Zag of BBH India.

Feed Burner 11 Mar 2024 11:59 am

Talented elevates Binaifer Dulani to founding partner

Talented has announced the promotion of Binaifer Dulani to the role of Founding Partner. Dulani, who has been with the agency since its inception in 2022 and is the first creative leader to join the agency's founding partners. Talented currently has homogenised designations across its teams. Gautam Reghunath and PG Aditiya , co-founders of the agency said, It really makes us happy when amazing things happen to amazing people. Binny is a champion creative but more importantly shes a champion ally for everyone here, obsessed with bringing the best out of those around her. While weve always relied on her for counsel and advice as part of our leadership team, with this, she now becomes the third person and our first creative colleague to officially join Talenteds partner track. This is us merely providing her more of the stage she deserves to be able to continue having the incredible impact shes already had on our company, colleagues and clients. Binaifer Dulani said, Talented is already giving iconic in our industry. Im a huge fan of how weve gone about building this place and the change weve been driving. Not just through our work but the refreshing ways in which we deal with people. I take this new designation very seriously and am conscious of everything it implies and the lofty agency vision I need to live up to. This is also what I believe creating equity really looks like - a commitment to a culture of sponsorship. While many organisations pride themselves on the quality of mentorship they provide young talent, especially young female talent; what we need more than ever before is sponsorship - where powerful allies, both male and female, put their neck on the line for talented women around them, and accelerate their careers. Talented is the best example of a creative agency that practises sponsorship - and our early success is testament to why the industry should follow suit. In my new role, I continue to stay committed to our founding philosophy and creating the best talent experience for Creatives to do their lifes best work. In the past, Binaifer Dulani has been part of the leadership team at Dentsu Webchutney, where she led 'The Unfiltered History Tour' winning multiple Grand Prix, and the Titanium Lion at Cannes Lions. Binaifer has also been at the forefront of industry diversity efforts and sits on the leadership team of Indian Creative Women, the nonprofit working to bridge the gender gap in senior creative leadership.

Feed Burner 11 Mar 2024 11:55 am

How to remove location data from your iPhone photos

When you take a picture with your iPhone, chances are it's saving your location data with each photo. What if you want to remove this info?

Digital Trends 10 Mar 2024 3:30 pm

How to get verified on Instagram Threads

Instagram Threads is Instagram's answer to Twitter. It has many of the same features, including a verified badge. Here's how to get one for yourself!

Digital Trends 8 Mar 2024 8:55 pm

Unveiling the nominees for Social Samosa's Superwomen 2024

In the spirit of recognizing extraordinary achievements and celebrating the relentless pursuit of excellence, Social Samosa is officially unveiling the nominees for the ninth edition of Superwomen. This initiative serves as a platform to commend the remarkable contributions of women in the Advertising, Marketing, and Media industry, showcasing their innovative prowess and forward-thinking leadership. As the industry continues to evolve and thrive, it is imperative to acknowledge the invaluable role played by women across various capacities. From content creation to steering the helm as business directors and media leaders, these women have left an indelible mark on the landscape of Advertising, Marketing, and Media. This year, we have five prominent categories that aim to highlight the achievements of women in different leadership roles across job descriptions and the deadline for nominations closed on March 5th, 2024. Amidst an overwhelming response, we are thrilled to announce that we have over 450+ nominations this year, each representing a testament to the talent and diversity within the industry. As we applaud the accomplishments of these remarkable women, we invite you to join us in celebrating their achievements and contributions to the Advertising, Marketing, and Media industry. Heres a list of the same. Stay tuned as we unveil the winners of Social Samosa's Superwomen 2024, celebrating the indomitable spirit and boundless potential of women.

Feed Burner 8 Mar 2024 7:21 pm

Adobe Express is streamlining mobile content creation with AI integration

Adobe recently announced that it is releasing the most recent version of the Adobe Express app in beta, making it simpler for users to produce and share social media content on mobile devices. With the use of generative AI capabilities, users can now swiftly generate and edit social material through Adobe's integration of its Firefly AI models inside the app. With the most recent version of the software, Adobe will be able to more effectively compete with Canva, which last year unveiled a collection of AI features. A new Text to Image generator will be available to Adobe Express users, enabling them to rapidly produce graphics using Firefly generative AI and give a project a fresh look. Through text prompts, they will be able to quickly add, remove, or swap out persons or items thanks to a new tool called Generative Fill. Additionally, users can rapidly make messages stand out by utilizing various text stylings with the new Text Effects tool. Small businesses can use these tools to improve their promotional content by removing unwanted objects and photographs, according to Adobe, while creative pros can use them to speed up the creation of mobile content for their social media teams. For example:- The program allows Creative Cloud subscribers to work directly in Adobe Express with Photoshop and Illustrator creative files. Additionally, while they edit in Creative Cloud apps, they can add connected files that sync in Adobe Express. Using the app, you can publish and preview material to social networking sites such as Instagram. To expedite the design process, you may also use your own brand's colours and logos, as well as upload and exchange brand assets. The program gives users access to thousands of multipage and video templates as well as music, photos, and videos from Adobe Stock. The new app is available for Android users to download in beta via the Google Play store. iOS users must register in order to use the beta app, as Apple limits the number of beta testers for each app.

Feed Burner 8 Mar 2024 7:06 pm

Women's Day campaigns 2024 recognise women's impact & contributions

The United Nations has designated the theme forInternational Women's Day 2024 as 'Invest in Women: Accelerate Progress,' focusing on addressing economic disempowerment as it encouraged brands to 'Inspire Inclusion' through their campaigns. Adhering to the designated theme for the year, brands have embraced similar messages in their campaigns. Godrej's initiative, Invest in Women, showcases the brand's dedication to supporting and empowering women which has led to significant growth in every aspect of their operations. Its campaign showcases the positive impact that investing in women can have on the overall success of the brand, including factory maximization, sales, and overall development. Meanwhile, Urban Company adopted an intersectional approach to challenge societal perceptions of women in blue-collar roles, unpacking the systemic stigma that results in this prejudice. On a similar note, Ixigo's campaign, 'ShuruaatTuKar,' delves into the everyday struggles faced by women. It underscores the ongoing need for alertness in facing potential risks and highlights the mental burden women bear for their safety. These campaigns play a crucial role in supporting and empowering women in different aspects of life. Additionally , Nykaa's 'JustSayThanks' campaign aims to spark a conversation on women's discomfort with praise and encourages them to own the compliments that come their way. Altogether, these campaigns imagine a world where genders are equalfree from biases, stereotypes, and discrimination. Here's a look at a few other brand campaigns that we came across: Urban Company Nykaa View this post on Instagram A post shared by Nykaa (@mynykaa) Coca Cola ixigo View this post on Instagram A post shared by ixigo (@ixigo) MakeMyTrip Vistara Goibibo View this post on Instagram A post shared by Goibibo (@goibibo) Zomato View this post on Instagram A post shared by Zomato (@zomato) PregaNews Godrej Ring Steadfast Nutrition Abhibus View this post on Instagram A post shared by AbhiBus (@abhibusindia) NueGo India Seasoul Cosmetics Motilal Oswal Luminous India

Feed Burner 8 Mar 2024 5:26 pm

IndiGo celebrates International Womens Day with Girl Power murals

Celebrating Women's Day, IndiGo has adorned the walls of Gurugram's Guru Dronacharya Metro Station with vibrant murals. Crafted by artist Anpu Varkey, the artwork beautifully embodies the theme of 'Girl Power,' depicting IndiGo's women conquering the skies one flight at a time. Situated near IndiGo's offices in Gurugram, this metro station serves as a daily transit point for numerous IndiGo employees and other commuters. As per the company, IndiGo has the highest percentage of female pilots in the world, a high number of female workforce at 44%, and an all-female cabin crew in India. IndiGo celebrated its women workforce for their diverse contributions, spanning across roles such as aircraft safety, engineering, customer service and corporate strategies. IndiGos initiative, underscored by the murals at Guru Dronacharya Metro Station, aims to profoundly express the airlines dedication to the celebration and empowerment of women every day. Looking ahead, efforts like IndiGo's 'Girl Power' murals create an impact that extends beyond the organisation highlighting the ongoing importance of recognizing and empowering women within all industries and fields of life. Commenting on the campaign, Neetan Chopra , Chief Digital and Information Officer, IndiGo, added, Women have always been at the heart of all social change and innovation, through centuries of invention and development, and this continues to be true even within IndiGo. The women at IndiGo are engineering and technical specialists while also being inspiring leaders at the workplace and are the reason why we proudly celebrate girl power every day of the year. IndiGo prides itself on championing Girl Power not just up in the air, but along every step of the way through a women-led development. The women of IndiGo dont just lead the way; they pave it for a future that is female.

Feed Burner 8 Mar 2024 5:13 pm

Dear young self: Leading A&M women write a letter to themselves

As a young woman in my early 20s, I started my professional journey just over three years ago. I struggled to believe in myself, dream bigger, and wonder if I Could assert my voice. Do my opinions matter in boardrooms? Amidst the tumult of these uncertainties, I found solace in the supportive community of women within the A&M industry. From the friendly corp comms who didnt mind if I started my mail with a Hey rather than a Hello to the gracious women CMOs and founders who disregarded my age in favor of respecting my contributions, and my current manager who has since become an integral part of my life; these women consistently uplifted and guided me along the right path. These women have not only helped me with my professional journey but have also left a memorable mark in my personal life in many ways. I was fortunate enough to find these women early in my career, and they have paved the way for me. For International Womens Day, I decided to reach out to leading women in the A&M industry to find out what they wish they could tell their younger selves now that they have years of experience under their belts. They candidly reflected on their journey, speaking to their younger selves. From embracing failure to prioritizing wellness and fostering a team-centric approach, heres a message from women in advertising for women everywhere: Binda Dey , CMO, Knight Riders Group This year marks exactly 20 years of my professional journey. Twenty years ago, I was a fresh MBA graduate, starting my career in digital marketing with equal parts excitement and nervousness. I was excited because it was my first experience of being independent, earning my living, and relocating to a new city, Mumbai, full of dreams. I was nervous because I had led quite a sheltered life with parents and an older sibling always there to hold my hands. So, the note I would write to a 20-year-old me at the cusp of starting her professional career would be Hello B, Just sit back and relax. You are about to embark on the most amazing journey. I can't promise it will all be a smooth ride; there may be turbulence, bumps, and troublesome fellow passengers, but just be patient and hold on tight. Trust in your capabilities and your instincts, and it will all be fine. You will fly through bad patches, but there will also be beautiful moments with perfect sunshine, and if you are lucky, you may catch some rainbows, too. You will meet some amazing people who will be friends for life. Treasure these moments; don't let them pass without acknowledging them. Pause and enjoy. Here are some professional insights to guide you along the way: Continuous Learning Marketing is an ever-changing field. Stay ahead by committing to continuous learning. Attend workshops, conferences, and online courses to stay updated on the latest trends, technologies, and strategies. Balance Creativity with Strategy Creativity is crucial in marketing but should be aligned with strategic objectives. Always consider the business goals and target audience in your creative endeavors. Striking the right balance between creativity and strategy will yield the best results. Adaptability is a Strength The marketing landscape will undergo significant shifts. Be adaptable and open to change. Your ability to pivot and embrace new trends will ensure your relevance in the industry. Build a Personal Brand Start building your personal brand early on. Leverage social media and professional networking platforms to showcase your expertise, share insights, and connect with industry professionals. Your personal brand will open doors and enhance your career opportunities. Mentorship Matters Seek out mentors who can provide guidance and share their experiences. Learning from seasoned professionals can accelerate your growth and help you navigate challenges more effectively. Balance Work and Life As you climb the professional ladder, maintain a healthy work-life balance. Prioritize self-care and time with family and friends. A balanced life will contribute to your overall well-being and professional success. Remember, your journey in marketing is a marathon, not a sprint. Stay passionate, stay curious, and never stop learning. Now, buckle up and get set, go conquer the world! Cheers, Binda Chandni Shah , Founder, and COO of FCB Kinnect I would tell myself to stop second-guessing my decisions. Trust your instincts; it's okay to make mistakes. Men also make mistakes, but I feel they back themselves more. Women particularly need to recognize this and refrain from over-analyzing their decisions. Embrace the inevitability of errors as a natural and normal part of growth. Follow your intuition and take decisive action. Additionally, fostering a team-centric mindset is crucial. Recognize the value in demonstrating faith in your team's abilities and acknowledging the collective effort required for success. Reflecting on my own experiences, I regret not realizing sooner the significance of teamwork. In my earlier endeavors, I often attempted to tackle tasks independently. However, as I matured, I understood that each team member contributes to shaping the organization. This realization dawned on me at a young age, around 22. Belief in the team and its potential is paramount to achieving success. Farishte Irani , Founder & Lecturer, The HomeTown Creatives Don't be afraid to finish what you're saying, even when someone interrupts you. What you say, your insights, your ideas, your perspective - it all holds value. And you're never 'too young', 'too soft' to be heard. Don't try to be like the men in the room - it may be a 'man's world', but owning your definition of what it means to be a woman will prove to be invaluable to your career. Lakshmi Balasubramanian , Co-Founder, of Greenroom Network The one BIG advice I would give myself is to eat healthy, do regular yoga and sleep on time every single day. The industry can be trying, especially in the early years of a career with crazy hours and heavy workload and it is very easy to lose track of our lifestyle. While the body may withstand it at that time, the repercussions will hit at a later stage in your life. So I'd say make simple efforts to eat good food on time and keep an eye on your overall wellness. Pallavi Chakravarti , Founder & CCO, Fundamental Know that rejection and disappointment are as much part of the game as approval and accolades - its not you; its the nature of this business. Make your peace with that, and youll likely learn to love it, warts and all. Tista Sen , Creative Brand Consultant The irony is what I would tell my younger self may perhaps not be what people usually expect to read. In the context of advertising, there are many things I have learned, of course, but there are far too many things I wish I had unlearned. I remember who I was then. A younger version of somebody who had stars in her eyes and a burning ambition. Who was not afraid to question and had a certain fearlessness about my approach to work and everything I created. Thats because our younger selves have no reason to feel afraid. The sky isnt just blue it's a myriad of hues and you can choose which colour you want it to be. That was the younger me. No challenge seemed daunting on the other hand everything I approached was with a vision to excel and create history. I didnt settle for good I killed myself till I got a glimmer of great. That was the younger me. The industry then was and still is more men than women. Thats something we never questioned. We didnt know then that policy needs to change, the big boys club is rampant and yes women do reach a concrete ceiling. Shattering a glass ceiling is easier. That was the younger me. So, my simple advice is to continue to be unafraid and fearless. Dont let corporate hustle come in the way of what you deserve and never hesitate to ask for it. Because no one else will. And call it out. We women need each other. Before us, behind us and around us. And we must support each other first. So, ask for equal pay. Ask for that promotion youve rightly earned and raise the issue of why there are just two creative women to ten men. Younger self and older self be true to your conviction and your integrity. The sky will beckon you with a new colour each day.

Feed Burner 8 Mar 2024 4:56 pm

Trivium Media Group bags the creative, media & digital mandate for Pareha

Trivium Media Group has secured the creative, media and digital mandate of Pareha. As Pareha's chosen partner for creative, media and digital communication, Trivium Media Group is expected to enhance the brand's presence in the fashion industry. The brand will be handled by Triviums Pune Team. Trivium Media Group's mandate encompasses a comprehensive strategy spanning digital, print, and outdoor communications, with the aim of bolstering Pareha's brand presence nationally. Ovez Khan , CEO of Trivium Media Group, emphasized their strength in performance marketing and AI-driven strategies tailored to fashion and lifestyle brands. He highlighted the significance of the partnership, underscoring Trivium's commitment to enhancing Pareha's brand positioning and return on advertising spend (ROAS). He said, said Our expertise lies in fashion and luxury brands. We excel in achieving desired brand positioning and ROAS, and our strength in performance marketing is unmatched. We are known as a boutique AI agency for fashion and lifestyle brands. Our brand partnership with Pareha is significant, as it enhances our portfolio and the legacy in the lifestyle and fashion sector. With our dedicated and responsible brand management team, we're ready to elevate Pareha in the competitive fashion and lifestyle market. Mehul Jain, Pareha's Founder, expressed excitement over the collaboration with Trivium Media Group, citing their proven success, deep expertise, and innovative strategies. He lauded Trivium's effective campaigns for bolstering Pareha's offline presence and enriching customer interactions, setting the stage for future success. We're thrilled to partner with Trivium Media Group, knowing their proven success, deep expertise, innovative strategies, and commitment to clients happiness. With Trivium by our side, we're eager to enhance our brands presence and enrich our customer interactions across all platforms. Their effective campaigns have already boosted our offline presence, bringing more shoppers to our store and deepening our connection with customers. Together, we're set for success!, said Mehul.

Feed Burner 8 Mar 2024 3:33 pm

Celebrating women influencers shaping India's marketing landscape

On the occasion of International Women's Day, it's pivotal to recognize the transformative shift the influencer marketing landscape in India is undergoing, driven by the indomitable spirit of women influencers. These trailblazers are not merely participating in the space; they are redefining it, crafting new narratives that speak to a broad spectrum of audiences and interests. Their influence extends beyond the conventional, marking a new era of inclusivity and diversity in marketing. The transformative influence of women Women influencers are at the heart of this transformation. Their unique perspectives and innovative approaches have proven instrumental in shaping the marketing strategies of brands and agencies alike. By breaking through traditional market segments and venturing into uncharted territories, women influencers in India are setting new benchmarks for engagement, authenticity, and relatability. The rising preference for partnerships with women influencers stems from their ability to connect deeply with their audience. They embody the brands they represent, transforming every endorsement into a meaningful interaction. This authenticity fosters trust and loyalty, attributes that are invaluable in the digital age. Empowering partnerships on International Women's Day As we celebrate International Women's Day, it's essential to acknowledge the role of women influencers in revolutionizing marketing in India. They empower brands to reach diverse demographics, advocating for change and championing causes that resonate with their followers. Their stories do not just sell products; they inspire action, drive awareness, and foster a culture of inclusivity and empowerment. Women influencers have transcended traditional roles, making significant strides in sectors ranging from technology to sustainability. Their contributions challenge stereotypes and encourage more women to explore these domains, showcasing the limitless potential of female empowerment in shaping industry trends. The future shaped by women influencers The journey of women influencers is a beacon of progress, especially as we mark International Women's Day. Their achievements underscore the evolving dynamics of India's influencer marketing landscape, embracing a future where diversity and inclusion are not just goals but realities. The impact of women influencers on marketing strategies and digital engagement in India is profound. They are not just shaping the conversation; they are driving it, paving the way for a more inclusive, authentic, and impactful digital world. As we move forward, the influence of women in the digital domain will undoubtedly continue to grow, underscoring the importance of recognizing and celebrating their contributions, not just on International Women's Day but every day. Their stories, leadership, and innovation are key to navigating the digital landscape, promising a future where marketing is not only diverse but truly representative of the world we live in. This article is penned by Priya Vivek , Co-Founder & Head of Revenue and Partnerships at Qoruz. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 8 Mar 2024 11:39 am

Pallavi Chakravarti on why it is okay to fail

I am woman, hear me roar. See me stomp my way into the hall of fame. Smell the sweet scent of my success. Yada yada yada. Its that time of the year again. When paeans will be written and odes sung, in tribute to the indomitable female spirit.When everyone and their aunt will remind us how far weve come and how the world is our oyster and Gods blue sky our limit. I just wanted to add my two bits to the commotion and general fanfare. By saying something not quite jubilant or in sync with the auspicious occasion of Womens Day. So, here goes. Its ok not to be the stuff of legends on a daily basis. Its ok not to spend every waking moment of your professional life embodying greatness, shattering glass ceilings, busting myths, standing up and being counted and rising above it all. Its ok, in fact, to be the opposite. Its ok to fail. Not because youre a woman. Because youre human. We all fail from time to time, the least we can do is not beat ourselves up about it. Theres plenty of others who will happily take on that responsibility for us. And before this turns into a gendered statement, when I refer to naysayers I mean people at large, not men or women in particular. Accepting that failure is a part and parcel of working life is something most of us are mortally afraid of. Lets dive deeper and ask, why? Whats the worst that can happen? If youre a creative person, someone elses idea gets picked? You dont win that award youve coveted? If youre from account management, youre the first to be thrown under the bus and are yelled at by anyone who has the ability and inclination to yell at someone? If youre a planner, youre called a gasbag? If youre a client, the campaign doesnt generate the kind of response you had hoped it would? If youre a director, no one gets your vision? If youre any of the above, you find yourself out of work? Whatever the case, its one idea, one project, one deck, one campaign, one job. A mere blip, when you look at the bigger picture. So, when faced with a debacle, lets save the self-flagellation for another day and start thinking about where things went wrong and why. Identifying the root cause The key then becomes, to have an open mind. Are you the problem? No one ever wants to consider this eventuality, but its possible you are. I remember working in a system once, a long time ago, where everyone around me was comfortable with the way things were running - it was I who was the misfit. Took me a while to see it, but I came around - sure, I failed in that particular assignment - but its safe to say that it wasnt the end of my world, nor my career. Maybe you havent understood the task at hand, thought of something good enough, done your homework, internalised a process, or managed to avert a crisis from spiralling out of control. And you know what? Thats absolutely fine. Provided you identify the gap and take active steps to plug it. Maybe your instinct on something was wrong. Maybe this gig just isnt for you. And guess what? Thats fine too. We live and learn. Then again, theres the equally likely scenario that youre not the problem. Failures can be collective as much as they can be individual. Step back and examine the possibility of such a scenario as well. Are you not getting the kind of support you need from your manager? Is your team not pulling its weight? Is the culture at your workplace not aligned with who you are or with your attitude towards work? Is there a larger, more organisational issue at play? Its easy to blame yourself. Perhaps even easier to blame others. Whats not easy is identifying the root cause of failure, not being overwhelmed by it and doing something about it. The fix may be a simple one or it may entail a total reboot. But on the bright side, if you get to the bottom of it, look it in the eye and deal with it, theres every chance youll be happier and saner than you have ever been before. Having spewed my nuggets of wisdom and blathered on long enough, I just want to acknowledge that all that Ive written is easier said than done. Because I realise were all wired a certain way. Failure is romanticised in the stories of the successful. Weve all come of age hearing about leading lights who once flunked out of school and came up the hard way, sleeping on railway platforms and whatnot before they went on to conquer the world. Underdog stories are only goosebump inducing when they become top dog stories. No one wants to hear about the person who failed and kept failing. Thats no fun, right? And because its constantly fed to us through inspirational stories and forwards and anecdotes and movies and the likes, that failure eventually ends in success, our relationship with the former has become decidedly twisted. It need not be. Its just another day in the life of you and me. Where we get out of bed aiming to be our best. Knowing at the back of our minds that sometimes, we may not be. And loving ourselves just the same. This article is penned by Pallavi Chakravarti , Founder & CCO, Fundamental. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 8 Mar 2024 10:20 am

Srinivasan Swamy presented with IAA Golden Compass Award

At the 45th IAA World Congress held in Penang, Malaysia, Srinivasan Swamy was presented with the IAA's most coveted IAA Golden Compass Award by Penang Governor Tun Ahmad Fuzi Abdul Razak. The award honours legends who have significantly contributed to the world stage in the field of marketing, advertising and media industries. This is the first time that this award has been bestowed upon an Indian industry leader. Earlier recipients of this Award include Shelly Lazarus (Chairman Emeritus, Ogilvy and Mather), Paul Polman (CEO, Unilever), Paul Rossi (President, Economist Group), Marc Pritchard (Chief Brand Officer, Procter & Gamble), Andrew Robertson (President & CEO, BBDO Worldwide), etc. Srinivasan Swamy (Popularly known as Sundar Swamy), is the Chairman & Managing Director of R K SWAMY LIMITED. He currently holds the position of Chairman for The Asian Federation of Advertising Associations (AFAA) and The Audit Bureau of Circulations (ABC). Acknowledging the award received, Swamy said, I am happy to receive this most coveted award on behalf of all the professionals in my company as well as the industry who have supported me at work and in my various initiatives over the years. I want to dedicate this award to my father, the late Mr. R.K.Swamy, who once said to me that no amount of time given to the industry is wasted time, since that is the hand that feeds us! Advertising veteran Ramesh Narayan , who has worked with Swamy for several years on various industry projects, said, Sundar is a leader on steroids. His ability to set tall targets and get things done when the odds are stacked against him is inspiring. His leadership style is inclusive, but he will not brook any slackness from his teammates. It amazes me that he finds quality time for everything despite running a large diverse business. I wish him continued good health and energy as his group embarks on a new journey as a publicly listed entity.

Feed Burner 7 Mar 2024 7:19 pm

The rise of gamified influencer marketing

In the digital age where attention is the new currency, brands constantly seek innovative ways to captivate and connect with their audiences. Amidst this search, gamifying influencer marketing emerges as a beacon of creativity, transforming passive content consumption into an interactive and immersive journey. Imagine turning your engagement with a brand into a playful experience, where every action brings a sense of achievement and belonging. That's the power of gamification in the influencer marketing arena. What makes gamification tick? Gamification injects the essence of gameplay, think challenges, rewards, and narratives into non-game environments, like influencer marketing. It taps into the human desires for competition, accomplishment, and recognition. When influencers integrate game mechanics into their content, they're not just promoting a brand; they're inviting their followers into an engaging story where they're the main characters. The magic of challenges and rewards Consider the impact of introducing a challenge with enticing rewards. A fitness brand could collaborate with influencers to launch a 30-day fitness challenge, where followers submit their progress for a chance to win personalized coaching sessions. Such initiatives not only skyrocket engagement but also foster a sense of community and loyalty towards the brand. The art of interactive storytelling Storytelling in marketing is as old as time, but gamification adds an interactive twist. Platforms like Qoruz empower brands and agencies to meticulously select influencers who specialize in creating gamified content, thereby enabling the crafting of stories where followers' choices shape the narrative's flow. This dynamic interaction can range from the simplicity of selecting the next ingredient in a cooking tutorial to the complexity of determining the course of an ongoing adventure series. Such participatory storytelling not only keeps followers engaged but also ensures they return, eager to discover the outcomes of their decisions. Fostering community through leaderboards Integrating leaderboards into campaigns adds a competitive edge. Followers can see where they stand in relation to others, motivating them to engage more to climb up the ranks. This not only boosts interaction but also strengthens the community, as participants share tips and cheer each other on. A real-world example To bring this concept to life, let's consider a recent campaign facilitated by Qoruz, Indias leading influencer marketing platform. The platform connected a renowned FMCG brand with leveraging the influence of over 200 influencers, including a significant number of mom influencers, and 7 community pages. The campaign's innovative approach involved inviting participants to upload pictures of their moms onto a website, which then transformed these images into AI-generated avatars resembling Maa Durga, as a tribute to their strength and nurturing spirit. This creative strategy not only engaged a vast network of influencers but was also executed with remarkable efficiency, rolling out across the influencer spectrum in just two days. The impact was substantial, garnering an impressive 2.12 million views and reaching an audience of over 2 million. Engagement rates soared, with 600K interactions, highlighting the campaign's success in resonating with and captivating a wide audience. This case exemplifies how gamification, combined with the strategic use of influencer marketing, can significantly amplify engagement, content creation, and brand loyalty, setting a new benchmark for interactive campaigns. The future of gamified influencer marketing As we look ahead, the intersection of gamification and influencer marketing holds endless possibilities. Brands and Agencies that embrace this approach can transform their audience's engagement from passive observation to active participation. By leveraging influencers creativity and the intrinsic motivation of game mechanics, brands can create memorable experiences that resonate deeply with their audience. Gamified influencer marketing isn't just a trend; it's a testament to the evolving landscape of digital engagement. It's about recognizing the audience's craving for interaction and belonging, and meeting them with open arms. As we continue to navigate the digital realm, these playful, immersive experiences are setting the stage for deeper, more meaningful connections between brands and their communities. This article is penned by Praanesh Bhuvaneswar , Co-Founder and CEO of Qoruz Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 7 Mar 2024 7:15 pm

Tetley's #everyBODYcan campaign challenges the stereotypes tied to body types

Tetley Green Tea Immune has released a sequel to last year's campaign #everyBODYcan. This campaign continues the important conversation of looking beyond surface-level fitness initiated earlier and takes on the nicknames given to people of various body types, based on how they look. The new campaign I am more than my nickname reinforces the thought that you are more than your body type. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesnt define your abilities and how fit you are. Through this film, Tetley takes another step to encourage individuals, particularly women, to recognize their inner potential, considering both internal and external fitness. We have a habit of giving seemingly adorable nicknames to kids based on their physical appearance such as Golu, Ladoo etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kids self-belief. These nicknames can often serve as reminders telling them that they cant do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. Tetley's ad challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with the nickname Golu who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays Golu being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around them may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who was told they cant do something, saying My Body Can, Your Body Can, Every Body Can sending out a message that they are more than their nickname and how they look like. Talking about the film, Puneet Das , President - of Packaged Beverages (India and South Asia), Tata Consumer Products said, Tetley green tea is one of the leading players in the green tea segment in India and advocates feeling fit vs. just looking fit. In that effort, we constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through adorable sounding nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from the inside out. Arpan Bhattacharyya , Head of Creative Lowe Lintas (South) said, With the success and appreciation that #everyBODYcan received last year, we felt that it deserved a reprise. To take forward the idea that feeling fit isnt only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo - each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A Golu loves to eat. But cant run fast. A Teeli is petite. But cant lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isnt. We wanted to urge women to be more than their nicknames. Because being fit isnt only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan.

Feed Burner 7 Mar 2024 6:38 pm

Gypsy Moth appoints Ishan Sinha as its Chief Business Officer

Gypsy Moth has announced the appointment of Ishan Sinha , Ex. Supari Studios, Ex.Ogilvy as its Chief Business Officer . Ishan Sinha steps into the pivotal role of Chief Business Maestro at Gypsy Moth , steering the agency's strategy and growth domains. His responsibilities encompass a continuous elevation of problem-solving approaches across different categories, consumers, and environments, coupled with a concentrated effort on expanding the business through strategic initiatives. Ishan s relationships and industry knowledge are poised to enhance client services, foster robust relationships, and propel business growth. Expressing his enthusiasm about joining Gypsy Moth , Ishan Sinha shares, I am thrilled to be part of the Gypsy Moth family. The journey and ecosystem outlined by Priyanka and Kevin resonated with me, mirroring the challenges and rewards I've experienced as a gamer. This role, operating at the intersection of Strategy and Content, aligns perfectly with my passions, making it a slam dunk for me to contribute my efforts at this stage of my journey. We are very excited to have Ishan onboard considering his strategy & content understanding. With his diverse experience across categories, we intend to strengthen our strategic approach towards our brands and projects hence looking for aggressive growth this year, says Priyanka Chugh , Founder, of Gypsy Moth .

Feed Burner 7 Mar 2024 4:28 pm

Social Panga onboards Ruksheen Palia as VP - Business & Strategy

Social Panga has appointed Ruksheen Palia as Vice President, Business and Strategy to strengthen its Mumbai operations. Ruksheen who holds over 12 years of industry experience joins the team from VMLY&R India, where she served as the Business Lead for various accounts, one of her key accounts being Unilever. Her new role at Social Panga involves leading the agencys growth initiatives, developing strategic plans, and fostering innovations for the Mumbai office. Additionally, she will oversee the development of comprehensive business strategies and identify new market opportunities. Commenting on her appointment, Gaurav Arora , Co-Founder of Social Panga said, We are delighted to welcome Ruksheen on board as our Vice President of Business and Strategy. Welcoming her reflects our commitment to progress, embracing strategic leadership and innovation as we navigate the path ahead with dedication and excellence. With her wealth of experience and leadership, we are confident that she will bring fresh perspectives and drive our agency to new heights. Himanshu Arora , Co-Founder of Social Panga added, With Ruksheen joining us, we are going to further capitalize on opportunities offered by Mumbai. Her appointment will undoubtedly boost Panga's ongoing success and growth, fueling our long-term vision and commitment to new-age thoughts & ideas. This is a step closer to developing our integrated creative solutions for brands with a focus on business goals. Speaking on her appointment Ruksheen Palia, Vice President, Business and Strategy at Social Panga said, I am excited about my new role at Social Panga. The team here is very creative and committed and is in sync with my long-term career goals. I am committed to leading our team towards even greater success. Together we will seize opportunities, build strong partnerships, and achieve unparalleled success. I look forward to contributing to the agencys continued growth and making a positive impact in the industry.

Feed Burner 7 Mar 2024 12:57 pm

ArtE bags the marketing mandate for Hero Lectro

ArtE Mediatech, a Creative, Media, and MarTech agency, has announced its newest collaboration with Hero Lectro. In this exciting partnership, the agency will take charge of the overall planning, strategising, and managing of brand and social media marketing, and performance marketing for the brand. The mandate has been awarded after a multi-agency pitch and will be managed by the agencys Delhi branch. Additionally, as a part of the mandate; the agency will also prioritise bolstering brand awareness, enhancing brand recall value, and fostering consideration among consumers. Besides this, ArtE will also assist Hero Lectro in reclaiming the audiences mind and market share within the e-cycles category. Delighted with the announcement, Amit Dhawan , Partner and CEO of Art-E said, We are ecstatic to embark on this new alliance with one of the industry stalwarts. Hero Lectro has been making marks in the industry and redefining mobility in India with unique riding modes. By working together, we are excited to bring our creative ideas and expertise to the forefront and set new boundaries in this industry. I am confident that this partnership will result in great outreach for the brand, and I cant wait to see how this unfolds. Commenting on this partnership, Sriram Sundreson , CEO, of Firefox Bikes Pvt. Ltd., said We are thrilled to onboard the creative nerds of ArtE Mediatech. Their expertise and capabilities in setting revolutionary marketing trends in the industry are seamlessly aligned with our vision to make the Hero Lectro e-cycle the most preferred e-cycle in India. We look forward to a healthy collaboration and setting new benchmarks in the industry

Feed Burner 6 Mar 2024 4:52 pm

Urbn appoints Curativity as its creative partner

Curativity, a marketing services platform, has announced its recent win in securing Urbn's creative mandate after a multi-agency pitch. Urbn is a direct-to-consumer (D2C) charging solution brand, revolutionizing the way people power their devices on the go. This strategic partnership comes at a time when the brand is poised for significant growth and expansion. As a homegrown brand, the brand has quickly gained traction for its cutting-edge technology and commitment to delivering seamless charging solutions to its customers. The brands decision to partner with the agency reflects its commitment to excellence in marketing and communications. Together, they aim to create compelling narratives, drive brand awareness, and engage consumers in meaningful ways. Sagar Gwalani , Founder and CEO Urbn mentioned, At Urbn, we're all for the vibe of today's generation. While we continue to thrive in our core pursuits, we're excited to revamp our communication strategy for our tech-savvy audience. By partnering with Curativity, we're happy to kickstart this journey of creative communication and engagement Virat Tandon , Co-Founder of Curativity expressed, We are absolutely delighted to welcome Urbn into the Curativity family. Urbn's dedication to delivering innovative charging solutions resonates seamlessly with our commitment to creativity and strategic prowess, he added, The inclusion of youth icon Kartik Aaryan as Urbn's brand ambassador is a perfect match and we are excited about the prospect of creating compelling campaigns that will connect with consumers and propel brand engagement to unprecedented levels.

Feed Burner 6 Mar 2024 3:58 pm

DigiStreet Media secures digital mandate for JBM Group

DigiStreet Media , a digital marketing agency, has announced the acquisition of the digital mandate for JBM Group, a player in the automotive, electric vehicles and aggregates domain. The company has entrusted the agency with steering its digital narrative. Under this partnership, the agency is set to leverage its expertise in digital marketing to propel JBM Group's online presence to new heights. As a part of the mandate, DigiStreet will spearhead the brands communications strategy on social. The agency's track record in delivering impactful digital strategies aligns seamlessly with the company's vision for growth and excellence. Dushyant Sharma , Group Head, Marketing Communications and Branding at JBM Group, expressed enthusiasm about the collaboration, stating, With our growing presence across diverse domains, an effective digital presence and communication strategy is imperative. We are sure that DigiStreet Media, with its creative skillset and proven digital expertise, will play a pivotal role in elevating JBM Group's online brand experience, thereby, expanding global brand reach. DigiStreet Media is set to implement a holistic approach, combining strategic keyword management, visually appealing creatives, and engaging short videos to amplify JBM Group's digital footprint. This partnership signifies a shared commitment to innovation, quality, and forward-thinking strategies in the digital world. Commenting on this significant development, Darpan Sharma , CEO and Strategist at DigiStreet Media stated, We are thrilled to collaborate with JBM Group and contribute to their digital journey. Our goal is to harness the power of creative storytelling and digital precision to not only meet but exceed the expectations associated with the digital mandate. Kavish Arora , Chief Operating Officer of DigiStreet Media, expressed his enthusiasm for working with JBM Group. He added, We are excited to announce our collaboration with JBM Group, a brand recognized for its innovation and precision in the automotive industry. At DigiStreet Media, our team is prepared to utilize our digital proficiency to enhance JBM's online visibility, connect with its audience, and achieve digital success.

Feed Burner 6 Mar 2024 3:17 pm

Indian government mandates approval to launch new AI models

India has entered the global AI discussion with advice that mandates tech companies obtain government approval before releasing new models.The alert was sent to businesses on March 1, Friday by India's Ministry of Electronics and IT. India's IT Deputy Minister Rajeev Chandrasekhar claims the notice is signalling that this is the future of regulation, despite the ministry's admission that the advice is not legally obligatory. We are doing it as an advisory today, and we are asking you to comply with it, he continues. This comes after Google's AI platform, Gemini, generated controversial responses to queries about Prime Minister Modi. In its advice, the ministry references the authority bestowed upon it by the IT Act of 2000 and the IT Rules of 2021. It requests immediate effect compliance and requires tech companies to provide the government with an Action Taken-cum-Status Report in a timeframe of fifteen days. The new guidance represents a shift from India's prior hands-off approach to AI regulation. It also requires tech businesses to appropriately label the possible and inherent fallibility or unreliability of the output their AI models generate. The ministry rejected attempts to control the rise of AI less than a year ago, citing the industry's criticality to India's geopolitical objectives. The new guidance has alarmed a lot of Indian startups and venture capitalists, who think the country's ability to compete in the global market will be hampered. The advisory added that non-compliance to the provisions of the IT Act and IT Rules would result in potential penal consequences to the platforms or users if identified.

Feed Burner 6 Mar 2024 2:46 pm

From trends to timelessness: Rethinking social media approaches in dry spells

Humans are 22 times more likely to remember stories than facts or figures alone, according to social researchers*. Arguably, this is more evident in the advertising world than in any other realm of business. How? Well, customers who are emotionally connected to a brand provide a 306% higher lifetime value*. As advertisers in a world dictated by social media where average attention spans have gone down to just a few seconds, this insight is crucial to reaching out to consumers (and potential buyers) with your brand story. However, in a dynamic world where trends come and go at the speed of a scroll, brands often find themselves grappling with dry spells in engagement. It's such challenging periods that make most brands constantly re-evaluate and reinvent their strategy to keep up with the competition. To tide over this torpidity, you must navigate social media with an interesting mix of the latest trends and timeless principles. Here's how: Your Brand, Your Story At the heart of any successful brand, lies its story. Endorsing and (often) reinforcing your brand's narrative can breathe new life into your social media strategy. Reach out to your audience with your Unique Selling Propositions (USPs) and your brand's Reasons to Believe (RTBs) in a way that resonates with your audience. This way, your narrative will become more than just a fleeting trend, leaving a lasting impression. Stay True To Core Sentiments In chasing relevance, it's easy to lose sight of your brand's core sentiments. However, it is no surprise that the most successful brands are those that stay true to their principles. While changing with times is essential, it's equally crucial not to compromise on your brand's fundamentals. Authenticity not only resonates with consumers but also fosters trust and loyalty. Influencing Through Influencers Believe it or not, the most powerful storytellers in this digital age are social media influencers. They are the face and voice of their millions of followers. Collaborating with influencers who align with your brand values can be more cost-effective than any celebrity endorsement. These influencers build a bridge between your brand story and their engaged followers, who come from various age and social groups. This creates a personal connection that transcends traditional advertising. Short Videos, Lasting Impact As mentioned earlier, the attention span of the audience has narrowed to a few seconds as these are the times of reels and memes, which are dime a dozen. Yet, this short-format video content has become a cornerstone of successful social media strategies. Not only do these videos engage the audience in no time but also spread like wildfire on social media. In fact, an engaging meme your brand creates might reap you more rewards than any other advertisement you have ever made. Back To Basics Getting back to the basics occasionally is never a bad idea. While trends come and go, consistency is the key to maintaining a robust brand presence, especially during dry spells. Contests, giveaways, and promotions not only provide value to your brand but also encourage active audience participation. Such regular and steady engagement ensures that your brand stays in the spotlight, even in the absence of major trends. KYC -- Know Your Customers What is a brand without its customers? No matter how many strategies you try or reels you make, if your customer isnt well-engaged with your brand or doesnt feel well-connected, there is hardly anything you can do to make them keep coming back. Such engagement is not just about likes and shares, its about a truly immersive brand experience. Providing opportunities for consumers to directly experience your product not only fosters a sense of community but also turns passive followers into active participants. Transparency Is Key Consumers crave authenticity. No matter how big a brand you have built, you got to showcase your product in direct consumption for the new-age customers. Whether through behind-the-scenes glimpses, unboxing videos, or user-generated content, revealing the essence of your brand builds trust. Such authenticity is a powerful tool to set your brand apart from the noise of fleeting trends. After all, there is no secret sauce to navigating dry spells on social media, only finding a balance between timeless authenticity and strategic adaptation. Remember, in the world of social media, timeless stories are the ones that leave a lasting imprint in the hearts of your audience. This article is penned by Amrita Sharma , Co-Founder & Director, Mixed Route Juice. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 6 Mar 2024 12:54 pm

MMA Global India and Publicis Commerce India unveil D2C Advantage X Toolkit

MMA Global India and Publicis Commerce recently launched their report D2C Advantage Guide to Maximise ROI Of E-Commerce Investments with leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team. This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into consideration and capabilities required for profitability. The two companies launched the toolkit in Mumbai on March5,amidst a full house. The event kicked off with a welcome address by Moneka Khurana, Country Head and Board Member, of MMA Global India, followed by a keynote address by Anupriya Acharya, CEO of Publicis Groupe, South Asia who was joined by Lalatendu Das, CEO, of Performics India, which is part of Publicis Commerce India. The toolkit launch followed shortly after. The toolkit consisted of a joint survey conducted which reveals that >80% of D2C ventures are yet to achieve profitability, citing high customer acquisition costs, operational complexities, and unclear returns on investment as primary obstacles. The top three key challenges in scaling D2C businesses in India are namely high customer acquisition cost (70% of respondents), operational complexities (20% of respondents) and unclear ROI (10% of respondents.) Moreover, while many traditional businesses have ventured into D2C, standalone D2C revenue remains modest, comprising less than 5% of overall e-commerce revenue for 50% of respondents. However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have the potential to deliver 8%+ operating margin consistently. D2C channels provide the best way to capture first-party consumer data as seen in the survey findings. When done right, first-party data has the potential to deliver ~4%+ lift in overall D2C revenue. Therefore, D2C brands must have a structured roadmap to collect, manage and use first-party data in scaling their D2C business. Anupriya Acharya , South Asia CEO, of Publicis Groupe said, D2C enables real, direct, and very personal connections with consumers, driving brand loyalty and long-term relationships. The overall ecommerce landscape is evolving at rapid speed and within that, D2C channels are a goldmine opportunity for companies to better manage the way they sell to consumers, comprehend consumer interests and preferences through valuable data and insights, bring in strong differentiators and innovation and personalised commerce experiences. Our toolkit D2C Advantage X Guide to Maximise ROI Of E-Commerce comes at an apt time when D2C is at an inflection point in India and more companies are looking for direction and differentiated strategies when it comes to leveraging their D2C commerce channels. The insights in our survey will help more companies make the most of the D2C opportunity, building market share and enduring relationships with consumers. Moneka Khurana , Country Head & Board Member, of MMA Global India said MMA Global India through its e-Commerce Council aims to build an overall understanding of the eCommerce play in which D2C is integral to omnichannel strategy. Building a strong D2C platform feeds into enabling insights/learnings for decision-making for the larger eCommerce market. We hope this playbook will redefine the significance of D2C in the eCommerce landscape more than ever before. As we prepare for a cookie-less journey this year, investing in D2C is the most potent way to build first-party data for effective marketing. D2C is here for the long haul and will propel hyper-growth, brand building, and opportunities to drive content-driven commerce. Lalatendu Das , CEO, of Performics India & part of Publicis Commerce India said, A significant part of the e-commerce funding in India goes to D2C businesses, overtaking marketplaces as the most funded ecommerce subsector in 2023. In fact, even brick-and-mortar businesses are now launching D2C channels as part of their omni-channel strategy. However, D2C is an area which is still underleveraged because >80% of D2C ventures as per our survey are yet to achieve profitability. Our toolkit D2C Advantage X Guide to Maximise ROI Of E-Commerce Investments has the best of knowledge and actionable strategies on D2C. It gives a clear understanding of why some companies can implement successful D2C businesses while others are on a slower trajectory. D2C, which is a faster way to go to the market needs to be part of a companys longer-term play, strategy, and vision and to be successful, companies must implement the sort of thinking, investment, and agility in execution that is required for an omnichannel world. You can read the full report below.

Feed Burner 6 Mar 2024 12:18 pm

Bacardi appoints Mahesh Kanchan as Marketing Director, Bacardi India & Neighbouring Countries

Bacardi India Private Limited has appointed Mahesh Kanchan as the company's new Marketing Director, Bacardi India and Neighboring Countries . With experience in leadership roles where he drove marketing for international brands across categories in South Asia, he will now spearhead marketing strategies for Bacardis portfolio of brands across India and surrounding markets, from the companys office in Gurgaon. Kanchan has built a career spanning over two decades, with expertise in growing brands through execution, and steering companies towards profitable growth. Previously serving as the CEO of Del Monte Foods India, he played a key role in transforming Del Monte Foods market strategies to boost brand profitability and long-term growth. Prior to his tenure at Del Monte, Kanchan led marketing efforts in the Indian alcobev sector in his role as Vice President Marketing and Revenue Growth Management at Carlsberg India . Preceding this, he also helped shape Hershey Indias innovation blueprint and approach to growth as Vice President Marketing and Sales; and led multiple verticals within Sales and Marketing during his time at Unilever India as Regional Marketing Director - South Asia , driving consistent growth for brands like Kissan & Knorr (in India), Blue Band & Flora (Pakistan) and Astra, Flora & Marmite (Sri Lanka). We are thrilled to have Mr. Mahesh Kanchan join Bacardi Indias leadership team, said Vinay Golikeri , Managing Director, Bacardi India and Neighboring Countries. His strategic expertise and proven ability to drive brand growth align with Bacardi's vision for the Indian market. With Indias alcobev market continuing to grow into one of the largest globally across categories, we will look to his expertise and guidance to lead our strategic marketing in a direction that meaningfully connects and resonates with our audiences across the country. Commenting on his newly appointed role, Kanchan says, I am thrilled to embrace the opportunity to enhance both the established and new age brands within the Bacardi portfolio across India and neighbouring markets. I look forward to amplifying Bacardis consumer-first marketing efforts to bring fresh and meaningful experiences that resonate with our audiences and drive meaningful growth to continue elevating our brand presence.

Feed Burner 6 Mar 2024 11:14 am

Urban Company's #ChhotiSoch brings awareness about respecting all professions

Over the past nine years, Urban Company has evolved through its journey, providing doorstep services to millions of customers. In 2023, with their film, Chhota Kaam ,they started a conversation to bring awareness about respecting all professions -- white, blue or otherwise. The campaign was conceptualised byTalented which captureda service partner's conversation with a young boy during a bathroom cleaning service, highlighting the importance of respect for all types of work. This year, Urban Company joined forces with Talented once again with #ChhotiSoch for Womens Day, taking an intersectional approach to address how society perceives women working blue-collar jobs. The film follows the journey of a young masseuse who unpacks the stigma surrounding her profession, first for herself, and then for her family. The film begins with the woman coming home to an angry younger brother. The bade bhaiyyas in the building have supposedly ridiculed him because his sister is a massage therapist. She then proceeds to unpack this bias and make him understand the systemic stigma that results in this prejudice. Tarun Menon , Director of Brand at Urban Company said , Our cultural biases colour certain professions in India, and those bleed onto perceptions of Professionals on the Urban Company platform. Each Professional goes through weeks of vocational-skill training conducted by experts and is certified by the NSDC its the reason theyre called Professionals. Despite that, such biases colour their careers. Everyone has the right to work with pride and dignity, and more importantly, to be respected for it. This is true for Professionals on our platform as it is for society at large work isn't always just work, for some, its their lifes work. Binaifer Dulani and Leena Gupta, Creatives at Talented said , The mainstream media portrayal of massages are shrouded in pervasive secrecy and indentured servitude on the back of sexually coloured undertones. A masseuse is an expert in the science of body relaxation, but her technical craft and expertise are completely disregarded in media portrayals of the vocation, and society at large. The same, however, is not true for physiotherapists who also engage in touch-based wellness. We translated the lived experiences of hundreds of UC Spa Pros to develop our plot, and our creative decisions were guided by ethnographers, fieldwork researchers, and academicians in gender, Garvi Dhar and Dr. Papori Bora. The UC Spa Professional doesnt just create equity for all masseuses, but all working women whose success is often credited to everything but their hard work and expertise. Kopal Naithani , Founder and Director at Superfly Films said, For long, Womens Day ads have followed the same formula: first show an imperfect world that inflicts injustice on women, then show an empowered woman who stands up for herself and makes it a perfect world. But this is unsustainable in the real world. Womens fight for gender equality shouldnt be such a lonely fight. The need of the hour is not only raising strong women- it is also raising men to be secure allies to those strong women. Young boys need to grow up to become men who actively advocate for women, or else, in 2054 we will still be making ads about empowered, but unsupported women who are struggling for equality in silos.

Feed Burner 5 Mar 2024 5:34 pm

HiveMinds appoints Srinath Kotamaraju as Regional Director of South

HiveMinds, one of India's digital marketing agencies, part of Madison Group, has announced the appointment of Srinath Kotamaraju as Regional Director, South. A professional with over two decades of experience driving growth and digital transformation, Kotamaraju brings a wealth of expertise in brand marketing, leadership, client management, and process optimization. He will lead delivery excellence and existing business growth for the south-based clients. Before joining HiveMinds, Kotamaraju was the Managing Director at Reprise Digital, Indonesia. Before which he served at Interactive Avenues for nearly a decade, steering large clients and building teams. He has also held business roles at Mindshare, Yahoo India, De Beers and Times of India. Kotamaraju states, HiveMinds dedication to fostering a culture where excellence thrives alongside employee well-being resonated deeply with my values. This synergy was the driving force behind my decision to join this dynamic team at HiveMinds. I am eager to start my journey with talented teams to deliver impactful solutions for our clients. Jyothirmayee JT , CEO and Founder of HiveMinds , comments, Srinath's experience in handling integrated accounts and his passion for organisation building make him a valuable addition to our leadership team. His interest in delivering business impact with a deep understanding of the medley across content, communication and media will contribute to HiveMinds' continued upward trajectory . Sam Balsara , Chairman of Madison World , commented, HiveMinds is growing both in size and stature with clients. In this stage of our journey, we need leaders like Srinath to enhance delivery excellence further. With his experience in client management and business growth, I am sure he will add much value to our clients in South India.

Feed Burner 5 Mar 2024 5:07 pm

CMGalaxy partners with Sociowash to elevate performance campaigns & reporting automation

CMGalaxy has partnered with Sociowash aiming to enhance performance campaigns and reporting automation for brands. Partnering with CMGalaxy grants Sociowash access to an array of tools and features, tailored to enhance lead generation, analyze marketing data, and fulfill intelligence needs more efficiently. By automating reporting processes, Sociowash aims to provide real-time insights and analytics, saving time and enabling data-driven decisions. Additionally, with CMGalaxy's cost optimization tools, Sociowash can effectively manage budgets to ensure optimal results for their clients. Commenting on the association, Dhaval Gupta , MD of CMRSL, the parent company of CMGalaxy, said, We are thrilled to embark on this journey with Sociowash, a trusted partner known for its innovative approach to integrated advertising. Together, we are committed to revolutionizing performance campaigns and reporting automation, empowering brands to thrive in today's competitive landscape. Pranav Agarwal , Co-founder, at Sociowash, said, At Sociowash, we've always believed in the power of combining creativity, cutting-edge technology, and strategic thinking to add value for our clients. This collaboration strengthens our commitment to innovation and excellence, opening exciting new doors for the success of our partners. With the combined strengths of CMGalaxy's marketing automation platform and Sociowash's integrated advertising solutions, brands can look forward to achieving success in their marketing endeavours.

Feed Burner 5 Mar 2024 4:16 pm

Media Care bags the digital marketing mandate for ScoopMan Ice-Creams & Cafe

Media Care Brand Solutions, an integrated marketing agency has won the digital marketing mandate for Delhi-based ScoopMan Ice Creams & Caf. As a part of the partnership, Media Care will be responsible for driving the strategy for creative campaigns, content & video creation, social media platforms, influencer marketing and digital ad spends for the ice cream, desserts and caf brand and the digital mandate will be handled by agencys Delhi and Mumbai teams. Yasin Hamidani , Co-Founder and Director, of Media Care Brand Solutions, said, We are thrilled to be on-boarded by a vibrant, energetic and popular ice cream, dessert & caf brand like ScoopMan . We are looking forward to working with ScoopMan Ice Creams & Caf and further scaling up their digital visibility, awareness and activations. Looking at the current consumer journey, we will need to activate all cogs of content, activation and experience for giving them an integrated digital solution, which will deliver business value to them. Priya Arora, Founder, of ScoopMan Ice Creams & Cafe , said, With the shift in audience behaviour and increased digital activities, we aim to occupy higher mind space of the consumers by tapping into the non-linear consumer journey and better targeting that digital has to offer. We are delighted to have Media Care on board as our digital partner. Through its digital presence, ScoopMan has been synonymous with premium fresh ice cream treats, customized desserts, rich thick creamy shakes, and caf appetizers. We want to continue offering joy to families and our TG so that ScoopMan Ice Creams & Caf resonates as a brand which delivers premium ice creams , customized desserts & appetizers made of superior ingredients. We are confident that Media Care will beef up its digital presence further with its impactful and innovative solutions. We are looking forward to this partnership as we are expanding exponentially across North India and other South regions through our franchise and company-owned outlets. At Media Care , our core services are built on the grounds of creating meaningful solutions for our partners. We are delighted to lend our expertise to ScoopMan Ice Creams & Caf, a brand that has been born out of passion and love and has been serving up these delights since 2021 in Delhi. The key focus will be to engage with our customers across all sections and age groups. We will leverage our expertise in Integrated Digital Marketing to bring awareness of the brand across the country said Heemanshu Hemrajani , CEO and Co-Founder of Media Care Brand Solutions. Gonal Arora, Co-Founder & Director, of ScoopMan Ice Creams & Caf, added, With changing consumer lifestyles and growing appreciation for high-quality products & desire for ice cream flavours, our brand ScoopMan Ice Creams aims to fill a gap in the market for consumers who seek all types of desserts and extraordinary ice cream experience under one roof. ScoopMan Ice Creams embodies the perfect balance of craftsmanship, high-quality ingredients, and delectable flavours.

Feed Burner 5 Mar 2024 3:28 pm

Case Study: How Bumble's 360-degree campaign promoted kindness in dating, garnering 1Bn+ impressions

Bumble launched their campaign Kindness is sexy to promote their recently launched Compliments feature. Through this 360-degree integrated campaign across ATL, Digital, Influencer, Social and earned channels, Bumble garnered over 4 million clicks and resulted in over 9% lift in brand awareness scores in India. Here's a case study on how they did it. Category Introduction The dating category in India has seen phenomenal growth over the last 5 years and today, India is one of the 5th largest markets for dating apps globally. At least 5.8% of the youth have used at least one dating platform as there has been adoption from not just metro cities but also tier 1 and tier 2 cities in India. Brand Introduction Bumble was founded by Whitney Wolfe Herd in 2014. Bumble connects people across dating (Bumble Date), friendship (Bumble For Friends) and professional networking (Bumble Bizz). Bumble is built on the importance of equitable relationships and their importance to a healthy, happy life. Summary Adapting from its global brand positioning, Bumble in India launched its integrated brand campaign Kindness is sexy to champion kindness in relationships. In todays polarised world, the brand tries to demonstrate the power of kind connections and showcase how single Indians have valued acts of kindness such as respect, equal gestures, and vulnerability as the most important markers for desirability and compatibility in relationships. This campaign was anchored by a digital film featuring Bollywood actor, Aditya Roy Kapur and other digital films showcasing real-life Bumble success stories. Bumble leveraged an omnichannel mix to launch this campaign across mainline media channels like OOH and print innovation, followed by digital media, influencer marketing, social, in-app, and press channels. Through this campaign, Bumble also drove awareness for one of their latest features, Compliments using which daters can share positive comments or compliments on their prospective matches profile. Objective The objective of this campaign was to establish awareness of Bumbles kindness movement and drive the adoption of the Compliments feature as a new way to forge meaningful connections. Brief Per Bumbles nationwide study, 81% of single Indians consider kindness as the most desirable quality in their partner . Leaning into this insight, Bumbles brief was to develop a clutter-breaking narrative that flipped the script and spotlighted kindness as the key message across channels. Creative Idea Bumble centred this campaign around the creative platform of Kindness is sexy juxtaposing stereotypical codes of sexiness against actions and attitudes that are seen as desirable in the context of modern romance such as equal effort, empathetic gestures, mutual respect, and vulnerability to champion the power of kind connections. This creative platform was brought to life across two key phases: awareness and advocacy building through diverse video, audio and static creatives. Challenges Balancing tonality and nuances in messaging was the biggest challenge of this campaign from not portraying Bumble in an extremely flippant or sleazy tone of voice with the use of the word sexy to showcasing tangible acts of kindness in everyday relationships in the most relatable form. Execution This campaign was brought to life in two key phases: Phase 1: Awareness The first phase of the campaign was building awareness with the brand's digital film featuring Bollywood actor Aditya Roy Kapur. View this post on Instagram A post shared by Bumble India (@bumble_india) Along with a hyperlocal touch by placing OOH in key cities like Mumbai, Delhi, Hyderabad and Kolkata. This was supplemented with a print innovation in the Times of India. View this post on Instagram A post shared by Bumble India (@bumble_india) Over 14 influencer videos and an in-app kindness challenge drove further adoption of the Compliments feature. View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) Brand partners like Duolingo organically leveraged their OOH creative and created a fun collab reel on Instagram. View this post on Instagram A post shared by Duolingo India (@duolingo_india) Phase 2 - Success Stories Consideration and advocacy building by showcasing success stories of real Bumble couples and how acts of kindness played an instrumental role in their relationships. These stories were amplified across digital and social channels. View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) View this post on Instagram A post shared by Bumble India (@bumble_india) Results The digital films received over 1 billion impressions, 700K+ views, 4M+ clicks and counting. The film with Aditya Roy Kapur received an engagement rate of 18.6% within the first four hours of launch on Instagram. Brand awareness and favorability increased by 9% during the campaign duration. As part of our multi-pronged press strategy, the brand landed national coverage in publications across India, resulting in 97 stories and 1.4B+ press impressions. Paarmi Modi, Marketing Director, India and SEA at Bumble shares, Bumble s campaign comes at a time when singles in India are more focused on kindness as a key element of their dating decisions. Kindness is our core value, with our latest campaign 'Kindness is sexy, our endeavour has been to redefine the idea of attraction and spotlight desirable traits in a relationship. We are thrilled to feature Aditya Roy Kapur alongside heartwarming stories of real life Bumble couples to create awareness around the power of kind connections amongst single daters in India.

Feed Burner 5 Mar 2024 3:18 pm

Social Samosa Superwomen 2024: A guidebook answering all your FAQs

Our initiative, Superwomen to pay tribute to some of the wonder women in the Advertising, Marketing, and Media Ecosystem is set to take flight soon. Women who have disrupted the industry with sheer diligence and raw ideas. Superwomen is an effort to lend a platform to the voices the industry needs. From Women who lead by example to Women who break the barriers and pave the way for generations to come. It is a celebration of who makes a difference in the quieter corners of the advertising world. It is more than just an occasion; it's a grand showcase of the brilliance, creativity, and determination that define the women who shape and redefine the advertising, marketing, and media domains. It is a platform to hear their stories, instill a sense of womanhood,and facilitate a community of Women who support Women. After all, when Superwomen share their stories, it becomes a source of motivation for others navigating similar paths. We focus on building inclusivity and creating spaces where women feel valued, heard, and integral to the industry's progress. As the deadlines for nomination come closer, we take a look at some of the commonly asked FAQs. This guidebook will help you understand the categories as well as the overall nominations and evaluation processes. The guidebook also gives a detailed understanding of how to upload the entry with relevant details and material. Nominations closes on 5th March, 2024. You can submit your nomination here . For further information, please refer to the guidebook here: Superwomen 2024 Guidebook

Feed Burner 5 Mar 2024 1:03 pm

NODWIN Gaming partners with JSW Sports to boost Indian esports

The emerging markets gaming and esports media company, NODWIN Gaming (NODWIN), is announcing a strategic partnership with JSW Sports, an Indian sports promoter and pure play sports management enterprise, to monetize and market its gaming, esports and cultural intellectual properties (IPs). This collaboration is set to redefine and empower the rapidly evolving esports ecosystem within the country. This partnership further solidifies NODWIN's strategic focus as a sports media company. With esports and sports having a large audience and media overlaps in India, this association brings together NODWIN Gaming's expertise in esports operations and esports content creation, complemented by JSW's experience and footprint across sports, especially their commercial vertical. The combined strengths of the two are also focused on launching new esports - focused Intellectual Properties in India, educating the market and important stakeholders along creating the right partnership platforms for brands and advertisers. This collaboration also aims to showcase rich and engaging storytelling within the esports domain, catering to the ever-evolving interests of the gaming community. Commenting on this strategic partnership, Akshat Rathee , Co-founder and Managing Director of NODWIN Gaming said, We at NODWIN Gaming are thrilled to announce our partnership with JSW Sports, a momentous milestone in the esports ecosystem. NODWIN Gaming's technical know-how and leadership in the esports and gaming domain, combined with JSW Sports' commercial expertise, positions us to unlock unprecedented opportunities in the distribution and monetization of esports content. Our shared goal is not only to empower the esports ecosystem but also to establish new benchmarks for the future. While there's much work ahead, the excitement and possibilities are boundless! Speaking on the partnership, Divyanshu Singh , COO, of JSW Sports, said, India has one of the largest esports viewing audiences in the world, estimated at roughly 150 millionviewers. That number swells up to 290 million when you combine it with both, esports playing titles and fans. Talking more numbers, In 2024, the revenue in the esports market is forecasted to reach US$124.8m, and that number will only grow exponentially in the years to come. In JSW Sports and NODWIN, we see two market leaders with the kind of synergies to capitalize on these trends, and change the game when it comes to distributing and monetizing esports content. The strategy spans sponsorship, media rights, activation, and influencers, creating a comprehensive framework to maximize the value of gaming and esports content.

Feed Burner 4 Mar 2024 7:05 pm

Google removes prominent Indian apps from PlayStore amid fee dispute

Google took down over a dozen popular apps from the Play Store in India on Friday, in response to ongoing non-compliance with its billing policies by developers. This action comes amid a three-year dispute in Google's largest market by users. The tech giant revealed that 10 companies in India, including undisclosed well-established ones, had failed to pay fees despite benefiting from the platform. Google, owned by Alphabet, noted that a select group of developers in India had ample time to comply with the Play Stores payments policy but chose not to. These developers, Google added, continue to adhere to the payment policies of other app stores. Apps affected by the removal include those from matrimony platforms Shaadi, Matrimony.com, and Bharat Matrimony, along with Info Edges Naukri and 99acres, audio storytelling apps Kuku FM and Stage, Alt Balajis Altt, and dating service QuackQuack. Android devices dominate approximately 95% of the smartphone market in India. Being removed from the Google Play Store could spell an existential crisis for many of the aforementioned companies. Lal Chand Bisu, co-founder and CEO of Kuku FM, criticized Google, stating that the tech giant has become a difficult partner to work with and holds significant control over the Indian startup ecosystem. Bisu expressed concern, noting that they are left with no choice but to accept Google's terms, potentially leading to financial challenges for Kuku FM in serving a large portion of the country. In a post on X, Bisu emphasized the indifference of monopolies towards anything beyond their own interests. Google is the most evil company for businesses. Our Indian startup system is completely controlled by them. Google delisted us in 2019 for 25 days without pre-notifying us. Worst days ever. Just imagine the atmosphere where the team is working daily in the office and there is no Lal Chand Bisu (@lcbisu) March 1, 2024 IAMAI, a significant industry association representing some of India's largest startups and international firms, released a statement advising Google, a member of IAMAI, against delisting any apps from Google Play. The association confirmed that Google had issued notices to at least four of its members. Google, in a blog post, stated , After providing these developers with over three years to prepare, including three weeks after the Supreme Courts order, we are taking requisite measures to ensure consistency in applying our policies across the ecosystem, as we do for any policy violation globally. The post further mentioned, Enforcement of our policy, when necessary, can involve removing non-compliant apps from Google Play. Several companies in India have contested Googles Play Store billing policy in recent times, alleging that the fees imposed by Google are excessively high for the services rendered. Among the firms petitioning the Madras High Court were Bharat Matrimony, Shadi.com, Unacademy, Kuku FM, Alt Digital Media, and Info Edge, which operates the popular job recruitment platform Naukri. Additionally, Disneys Hotstar and Tinder have also challenged Googles policy in India. India holds significant importance as an overseas market for Google, where the company has made substantial investments over the past decade and currently serves a user base exceeding half a billion individuals. Google revealed on Friday that the Android and Play Store ecosystem collectively supported over 2.5 million jobs in India in 2022, with only 3% of developers in the country required to pay a service fee. Furthermore, Google stated that fewer than five dozen developers in India are subject to fees exceeding 15%. Googles statement on Friday comes in response to the Madras High Courts rejection of petitions from various Indian tech companies against Googles new user choice billing system in January. The company emphasized its adherence to local laws and asserted its right to charge for the value and services provided by Google Play. Google noted that on February 9, the Supreme Court declined to intervene in its right to do so. While some developers have begun to participate in Googles business model and ecosystem, others continue to resist, resulting in an uneven playing field across the ecosystem and placing other apps and games at a competitive disadvantage. According to Google, the small group of developers not paying the fee while utilizing the Play Store is creating disparities within the ecosystem. Google suggested that these developers can either resubmit their apps by adhering to the rules or opt for continuity in the Android ecosystem by collaborating with alternative app stores. Developers seeking to publish their apps on the Play Store must choose one of Google Plays three options: offering consumption-only access without paying a service fee (as seen with platforms like Netflix), integrating Google Plays billing system and agreeing to pay the established fee, or implementing an alternative billing system resulting in reduced fees for developers. For a company that once had a motto - Don't be evil, Google seems to be doing all things evil at this point. STAGE app has been delisted from the Google Playstore today on notice of a couple of hours, just because we refused to give in to their monopolistic policy of allowing pic.twitter.com/VRZqxun2PR Vinay Singhal (stage.in) (@vinaykrsinghal) March 1, 2024

Feed Burner 4 Mar 2024 5:08 pm

Rethinking workplace policies for women to achieve gender equality

As we head towards another International Womens Day, it may be sobering to reflect on the progress that has been made towards gender equality at workplaces and acknowledge the challenges that persist. Gender Equality refers to the equal rights, opportunities, and treatment of all genders, regardless of their identity or expression. It focuses on eliminating discrimination, bias, and stereotypes based on gender and ensuring that everyone has the same access to resources, opportunities, and decision-making processes. The World Economic Forums Global Gender Gap Report 2023 predicts that based on the trend since 2006, it may take the world at least another 131 years to achieve gender equality! The question to ask ourselves is whether we wait that long for a basic human right or can we all as responsible corporate citizens hasten the pace to create a gender-equal world? Enough and more has been already said about the benefits of having more women at the workplace better decision-making; innovation; increased performance & productivity; talent attraction, engagement & retention; and risk mitigation to name a few. The recently announced Aon Salary Increase and Turnover Study which covered 600 companies across 40 sectors in India Inc. shows a very clear picture of the leaky female talent pipeline. While almost 50% of the graduating classes comprise women in India, only 26% of the junior management is made up of women. The pipeline worsens as it moves towards the C-Suite to a paltry 10% of female representation. Are we so apathetic about this demographic dividend being frittered away? Most of the organizations have a general idea about the reason for this leaky pipeline. They may even know what they need to do. But the sense of urgency to fix this problem is missing. Is it because we have become so top-line and bottom-line focused that we have lost our way? Have we stopped looking beyond the Excel sheets? What are some of the policies that are critical and should be implemented on a war footing to ensure that we do not lose out on the potential and talent of 50% of the population (women) of India Inc.? Diversity goals H ave an articulated policy on the diversity program of the company with goals and accountabilities. Have stretch targets for improving the female: male ratio just like the company would do for its business targets. Maternity and Menopause support Companies need to have equitable policies to address the life stages of women. Maternity Leave, Creches, and Mothers Room are now table stakes. Companies need to ensure that they have a Maternity Support program for women from the time they announce their pregnancy to the time they return after their Maternity Leave. This is a life-changing event for women and they can be overwhelmed and torn between their career aspirations and the motherhood guilt coupled with physical changes to their bodies. Motherhood penalty has to be a thing of the past. Menopause has been another blind spot at the workplace which needs attention in the form of education & awareness, nutrition and fitness counselling, and physical infrastructure adjustments (hot flashes need higher air conditioning!). Women drop out of the workforce when they do not feel supported, or valued and feel that it is not worth it. Returnship - Women need to be encouraged to make a comeback from a break (maternity or otherwise) through focused returnship programs. Companies need to invest in upskilling the woman and bringing her on board as a regular employee at a salary band that matches her experience, competence and potential. Ask yourself how would you look at a man returning from a sabbatical? Flexible work Considering that women still continue to carry the burden of a double shift of office work, childcare, elderly care, and housework; companies can offer flexibility around physical presence at the office and remote work. Meet them where they are and evaluate performance on outcomes and not on Facetime in the office. Inclusive hiring - Have an inclusive recruitment policy to ensure that women are not penalized in the selection process. Ensure that the Job Descriptions are inclusive with gender-agnostic language to attract women. Gender Bias & Gender Stereotyping training Ensure that in addition to the general Unconscious Bias training, all employees are sensitized to gender bias and gender stereotyping so that women are not subject to unequal treatment or opportunities. Gender-based insults, comments on appearance, gendered jokes or humour, assumptions about roles and responsibilities, disregarding inputs based on gender, sexualization or objectification, microaggressions, under-estimating competence, and benevolent sexism are some of the areas that need to be addressed to make workplaces inclusive for women. Sexual Harassment after the implementation of the POSH Act, prevention of Sexual Harassment at workplaces is non-negotiable. Companies need to be vigilant to ensure that women feel safe and secure to raise concerns without fear of reprisal. Male engagement curate a program to engage men as Allies for women in the workplace. In most companies, men occupy positions of power and influence and when they start addressing gender equality with intentionality and deploy their privilege and social capital, the progress can be faster. As part of the allyship program women can be mentored and sponsored by men leading to career-enhancing opportunities for them stretch assignments and introduction to newer networks. Paternity / Elderly Care Leave companies need to consider introducing/increasing paternity / elderly care leave and destigmatize the usage of the same. This helps normalize the childcare and caregiving responsibilities which in turn reduces the double shift burden on women. Gender pay gap You cannot change what you cannot see. Audit the gender pay gap across levels regularly and formulate a plan to fix it within a specified period of time. Performance Management System ensure that the touch points (appraisals) and outcomes (increments and promotions) of the Performance Management System are free of gender bias. Track the no of promotions at the same level across men and women. Let us roll up our sleeves and get to work and not let down the next generation of girls and women! This article is penned by Roopa Badrinath , Founder of Turmeric Consulting. Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Feed Burner 4 Mar 2024 12:26 pm

Dentsu appoints Narayan Devanathan as President & Chief Strategy Officer, South Asia

Dentsu India has appointed Narayan Devanathan as President & Chief Strategy Officer, South Asia. He will report to Harsha Razdan, CEO, South Asia, dentsu. Narayan returned to the network for a second stint in June last year. He took on the mantle of Group Chief Strategic Advisor, establishing a Central Strategy Team for the South Asia Market alongside the Executive Leadership. In his new capacity, Narayan is entrusted with the task of executing the network's strategy to deliver client solutions at the intersection of marketing, technology, and consulting. His mandate includes bringing together the strategy and planning teams across various critical practices including creative, media, and customer experience (CX). Further, Narayan will also set up and run the business transformation, sustainability consulting, innovations, startup growth partnerships, expert alliances, and knowledge verticals across the group. Commenting on his appointment, Harsha Razdan said, Dentsu stands as an unparalleled powerhouse of creativity, innovation, and exceptional talent. Our goal is to enhance our customer focus, adaptability, and inventiveness as we embark on the next phase of our growth journey. We aspire to be the primary choice for clients seeking progress for themselves and their customers in marketing, technology, and consulting. Narayan's appointment seamlessly aligns with our global strategic vision. He has proven himself to be an invaluable asset at dentsu a remarkable individual, a distinguished leader, and an outstanding professional. I wholeheartedly welcome Narayan to his new role. Narayan Devanathan added, As someone who started off as a copywriter many years ago, Ive never forgotten the unparalleled power of creativity to solve problems and unlevel the playing field. At dentsu, were now bringing that power to create positive change for companies and society. It starts with reminding our people of the power of a diverse collective and re-arming ourselves with new ways to collect and connect dots across the business spectrum. And in the process, were putting down three simple principles: have amazing fun, do the right thing, dont settle for the status quo. Im excited as I was on the first day of my first job to do all of the above, in partnership with Harsha, all of our wonderful people, our clients, and our partners. Were the future we want to create.

Feed Burner 4 Mar 2024 11:27 am