Consumer electronics company Oppo India handed over its integrated media mandate to PHD India, a media marketing and communications agency. The mandate was won following a multi-agency pitch.


The responsibilities of the agency will include supporting Oppo India's growth journey through their forte in communications planning, and best-in-class capabilities to drive desired business outcomes, stated a media report.


As per Monaz Todywalla, chief executive officer PHD India, in a conversation with Storyboard18 in 2023, she stated, "There’s no discounting the fact that digital today is an integral part of a consumer’s journey. With more touch points, spending increases on digital platforms. Digital marketing has been critical these past few years helping marketers sail through the pandemic and difficult business conditions - digitizing products and services, connecting with consumers across new avenues and driving revenue. Brands are now looking to deepen their gains in this space by mastering data-driven and forward-leaning opportunities as they look to the future. It will be interesting to see where we go from here."



<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/media-mavens-the-industry-needs-to-start-addressing-the-pay-gap-says-monaz-todywalla-of-phd-india-4692.htm">Media Mavens: The industry needs to start addressing the pay gap, says Monaz Todywalla of PHD India</a>

Oppo India gives its media mandate to PHD India

The responsibilities of the agency will include supporting Oppo India's growth journey through their forte in communications planning, and best-in-class capabilities to drive desired business outcomes, stated a media report.

After Hong Kong and Singapore, Nepal bans MDH, Everest

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Viacom18 - Star India deal: NCLT admits merger scheme

BARC appoints Dr Bikramjit Chaudhuri as its new chief of measurement science and analytics

Wipro appoints Sanjeev Jain as chief operating officer

Tata Technologies' Santosh Singh: Work-life balance is enjoying what I do during work and after work

Representational image via Unsplash

Zee-Sony merger saga ends: Timeline of the failed merger

Why are Indian brands advertising in NYC's Times Square?

What Herman Melville’s Moby-Dick teaches us about leadership

Advertising is in the position where tobacco was: IPG's Arun Kumar 

Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

Shweta Jain joins Leela Group as chief marketing and sales officer

Shweta Jain joins The Leela Group as the chief marketing and sales officer

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ZEE's Punit Goenka: We have to be frugal, make sure of buying right content at the right price

Is Ajmera Group the brand behind the tragic ad hoarding collapse in Mumbai?

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

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In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Every player is fighting for the users’ attention in the crowded digital space. While the smaller ones are struggling more, the bigger ones are adding to their offerings to stand out and boost user base. In a bid to push their subscriber count, Apple’s premium news content offering News+ has announced the launch of Quartiles, a new original spelling game subscribers in the US and Canada, and a new offline mode that automatically provides recent and personalised news content for subscribers when they’re not connected to Wi-Fi or a mobile network.



“We’re always working to improve the experience for our News+ subscribers,” said Lauren Kern, editor-in-chief of Apple News in a company blog.



“Our new daily word game Quartiles is a fun addition to our popular crossword offerings. And Offline Mode makes it easy to access the hundreds of magazines, newspapers, narrated articles and more included in a News+ subscription — no matter where you are,” she added.


Quartiles challenges players to form words by selecting tiles containing two to four letters, and users collect points based on word length. 


New puzzles are made available everyday, and players can also choose to share a Quartiles puzzle with other News+ subscribers as well. 



With iOS 17, Apple introduced a daily crossword and mini crossword puzzle for News+ subscribers in the US and Canada. News+ subscribers can also access a new Puzzles Scoreboard to see personalised stats and streaks for each puzzle, including their solve rate and their longest streak. Quartiles is  the latest addition to these offerinfs.



Offline Mode on iPhone and iPad on the other hand can automatically download top stories and full magazine issues to access later, without Wi-Fi or a mobile connection.

Apple News+ rolls out new game and offline mode to drive subscriptions

As per the latest data released by the Broadcast Audience Research Council (BARC), CNN-News18 has once again emerged as the undisputed leader in the English news genre during the ongoing election season. The channel's market share surpassed an impressive 50.3%, a figure greater than the combined market share of all its competitors.

In comparison, Times Now secured the second position with a distant 22.3 percent market share, followed by Republic TV at 20.8 percent and India Today TV at 6.6 percent. (Source: BARC India | Market: 10L+ | Target Group: 15-30 ABC | Period: Week 18'24, (06:00 - 24:00 Hr) | Market Share % | Top 4 channels considered)

CNN-News18’s power-packed performance comes on the back of its special election programming, delivering the most accurate information, featuring top-tier news anchors such as Zakka Jacob, Anand Narasimhan, Rahul Shivshankar and Palki Sharma. The channel's extensive network of reporters all over the country ensured comprehensive coverage of crucial election issues. CNN-News18's presentation with engaging graphics and insightful explainers simplified complex trends and data, making it easily accessible for the audience.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a> 



BARC Ratings: CNN-News18 leads with over 50 percent market share during election season

Prega News, the pregnancy test kit brand from Mankind Pharma has come up with a new video campaign titled #LetThemDecide. As an extension of that, Prega News takes a step forward by introducing its interactive OOH campaign "Deciding Benches" across the city of Delhi, inviting individuals to stand up for freedom of choice in family planning on the occasion of Mother’s Day.

#LetThemDecide, Prega News' poignant video campaign, delves into the societal pressures faced by couples regarding family planning decisions. The campaign emphasises the significance of empowering couples to make deeply personal choices without external coercion or judgment. With the innovative OOH campaign, the strategically placed benches in parks, malls, and other public spaces will serve as platforms for individuals to take a stand on the issue.

<iframe width="560" height="315" src="https://www.youtube.com/embed/S3H-AeKE5mM?si=eaFtJFMYwk-M9faj" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The benches had two sides representing different perspectives on family planning. One side supported a couple's decision in determining the number of children, emphasizing personal choice and respect. The other side represented traditional family decisions, underscoring the importance of a family's collective choice. By simply sitting on the bench, participants could voice their support for couples' autonomy in deciding the number of children they want, challenging societal norms and promoting respect for personal choices. People's selections sparked meaningful conversations about personal choice and community values, turning the bench into a platform for discussions on family planning decisions.

Joy Chatterjee, Associate Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma, said, “With 'Deciding Benches,' we are sparking a vital conversation, empowering couples and families to make their own decisions regarding family size. This initiative challenges conventional norms and fosters acceptance of personal choices. Women have long faced undue pressures due to societal and familial expectations in this deeply personal matter. By introducing 'Deciding Benches,' Prega News is promoting open discussions across India, shifting the focus from pressure to support for family planning choices of a couple. A content mother contributes significantly to a harmonious family dynamic, and this Mother’s Day, we are honoring mothers' strength and love while standing by them in their family planning journey."

 

Prega News launches new video campaign #LetThemDecide

Even as social media platforms tighten the ropes around spreading of fake news, it continues to thrive. A survey released by communication consulting firm The 23 Watts, ‘Truth Be Told’ reveals that a whooping 91 percent believe that fake news can influence voting decisions. During national events like elections, 90 percent of the consensus experiences an increase in fake news and 59 percent fall trap to sensationalism, leading them to share fake news.

Some of the other key highlights from the report include the fact that approximately 66 percent of GenZ population relies on internet portals (YouTube, social media, messengers, online articles) for news consumption. 80 percent of the population alters their perceptions and opinions based on fake news influence and although 95 percent claim to authenticate news, 45 percent share unauthenticated news later found to be fake.

However only 29 percent of individuals authenticate information through fact-checking websites. 


Vijay Ganesan, former Director of Analytics and Data Strategy for Europe at Kantar, was also brought on board to verify the methodology used in the report. In a conversation with Storyboard18, Ganesan discusses patterns. 




<strong>These are some alarming statistics around fake news consumption among Delhi youth during elections -What do you think are the primary reasons behind this surge?</strong>

 
The significant spike in fake news consumption among Delhi youth during elections can be attributed to several primary reasons, as highlighted by the The 23 Watts report ‘Truth Be Told’.  At the onset, fake news targets and focuses on public figures, politics, and religion, or what we can say are topics of high interest and contention- thereby driving more conversations and shares. There is obviously an apparent lack of awareness and understanding on ways to fact check, with less than one-third of individuals relying on fact-checking websites for authentication. The majority may fall victim to false narratives perpetuated by sensationalized news (14 percent) and emotional biases (20 percent). 
 

Secondly, the report indicates that a considerable portion (27 percent) of people find news verification tedious and lack time for it. This time constraint coupled with the ease of sharing information on social media platforms can lead to the dissemination of unauthenticated news, even among those who claim to authenticate news (95 percent).   Additionally, the reliance on social media and messaging apps for news consumption, particularly among young people in Delhi (66 percent), exacerbates the issue. These platforms often lack rigorous fact-checking mechanisms, making it easier for false information to spread rapidly.   




<strong>The report indicates that 91 percent of respondents believe fake news influences voting patterns. What measures do you think should be taken to mitigate this influence and ensure informed decision-making among voters?
 </strong>



Addressing the influence of fake news on voting patterns is crucial for maintaining the integrity of democratic processes. Several measures could be taken to mitigate this influence. One such measure is media literacy. 
Since the accessibility of social media and the internet is just a click away, I feel it should be ideal starting at an early age.  We can make aware and empower individuals to critically evaluate information sources, distinguish between credible and unreliable sources, and recognise manipulation techniques used in fake news, such as tone of sensationalism or lack of significant digital footprint.



When the report asked our respondents how they identify fake news, the majority answered that they use fact-checking websites. Therefore, another effective approach could be fact-checking initiatives, such as supporting and promoting fact-checking organizations. These initiatives help debunk misinformation and provide accurate information to the public.  With that being said, nearly 89 percent believe that not enough initiatives are being taken to prevent fake news and here is where the government needs to provide a safer cyber experience for a population that tends to believe what they see. We should acknowledge these insights as a call for stricter regulations and policies for social media and content shared online.  

I believe that taking small steps towards awareness can make a huge difference. 



<strong>With 80 percent of respondents admitting to altering their opinions based on fake news, what role do you see for media literacy education in addressing this challenge among the younger generation?</strong>

 
Media literacy education plays a pivotal role in addressing the challenge of fake news among the younger generation, especially considering the alarming statistic that 80 percent of respondents admit to altering their opinions based on fake news. By integrating media literacy education into school curricula from an early age, we can empower young people to critically analyse information sources, discern between credible and unreliable sources, and recognise manipulation tactics employed in fake news.

 Additionally, media literacy education can equip students with the skills to navigate the complexities of the digital landscape responsibly. They can learn how to fact-check information using reliable sources, understand the implications of sharing misinformation, and become more discerning consumers of media. By creating a mindset of being digitally “woke” through media literacy, we can significantly reduce the susceptibility to fake news. 


 

<strong>Given that only 29 percent of individuals authenticate information through fact-checking websites, what strategies can be implemented to promote fact-checking behaviour among young people?</strong>

 As mentioned earlier, media literacy is paramount. It's crucial to promote and make fact-checking tools easily accessible. In today's digital age, institutions need to equip young people with the means to access accurate information. Encouraging them to bookmark reliable fact-checking sites and integrate them into their daily information consumption habits is essential.   


Moreover, social media platforms should integrate features that encourage fact-checking, such as pop-up notifications prompting users to verify information before sharing or highlighting fact-checked articles in news feeds.


 
Another way could be to make it mandatory for educational institutions to integrate fact-checking initiatives into existing programs. This could involve guest lectures from one of the fact-checking websites or from the PIB Fact Checking Unit, collaborative projects, or student-led campaigns to promote fact-checking awareness on campus.

 
To promote fact-checking among young people, we can start by running government-supported awareness campaigns about its importance. These campaigns should target youth through schools and social media. Also, partnerships between government, companies, and schools can help expand fact-checking efforts. It's essential to teach fact-checking skills in schools so that young people learn to spot fake news. These steps can help young people become better at telling truth from misinformation and curb the spread of fake news
 



<strong>Considering that 59 percent of respondents admit to falling prey to sensationalism and sharing fake news, how can social media platforms be better regulated to prevent the dissemination of false information?</strong>

 
To stop fake news on social media, platforms can do a few things. Regularisation of how they check and remove fake news by using better technology and more people can definitely. Working with fact-checkers can help label fake news. Platforms should also be clear about how they decide what shows up in feeds. Teaching users about spotting fake news and making rules stricter for verified accounts can help too. Platforms need to work with regulators to make sure they're responsible for what's shared.


 

<strong>In your opinion, what role do stakeholders, including tech companies, media organisations, and educational institutions, play in addressing the fake news epidemic among the youth population?</strong>


 
It is about challenging a notion. Everyone has a part to play in tackling the spread of fake news, especially among young people. Tech companies need to step up and create better tools to spot and stop false information from spreading online. They can team up with fact-checkers to flag fake news and make sure it doesn't get seen by too many people.  Media outlets also have a massive influence. They need to focus on telling the truth and showing where their information comes from. Fact-checking should be a top priority to fight against fake news. And let's not forget about schools! They play a crucial role in teaching students how to think critically about the news they see online. By giving young people the skills to tell fact from fiction, schools help them become smarter consumers of media.



91 percent believe fake news affects voting, yet many share unauthenticated news: Survey

Social media users might be led to believe that Anant Ambani is embroiled in a mix-up, but it is nothing more than fake news being circulated by financial scammers.

Multiple unverified platforms are circulating links with clickbait headlines designed to make readers think Ambani is involved in a controversy surrounding a Vantara interview. Headlines like "CNBC-TV18 management refuses to comment on the scandal surrounding its interview with Vantara (Star of the Forest)" and "He didn't realise the microphone was on" are being circulated to lead users to a full-fledged article impersonating leading media organisation banners.

<img src="https://images.storyboard18.com/storyboard18/2024/05/WhatsApp-Image-2024-05-07-at-4.15.32-PM-2024-05-d75b0c0d03aed38a708e7d93d7af7198-196x300.jpeg" alt="" width="196" height="300" class="alignnone size-medium wp-image-30958" />

<img src="https://images.storyboard18.com/storyboard18/2024/05/WhatsApp-Image-2024-05-07-at-4.15.33-PM-2024-05-7946169d5acd1af60f008cd129f09510-1024x1009.jpeg" alt="" width="750" height="739" class="alignnone size-large wp-image-30957" />


These articles fabricate a complete interview with a conversation between News18's Anand Narasimhan and Ambani. The conversation is even embedded with links to platforms like "Every Edge," a cryptocurrency platform that entices users with claims of earning "Rs90000 to Rs1600000 per day" on their homepage.

Some of the pages like 'Finanstic' and ‘Pinky’ sharing this article on social media platforms appear to be nothing but bots.


FAKE NEWS: Hoax media articles on Anant Ambani target netizens with crypto scam

According to the latest data released by the Broadcast Audience Research Council (BARC), CNN-News18 has continued to dominate the Lok Sabha Elections coverage with leadership during the second phase of polling that took place on 26th April. 

 
With a remarkable 72% lead over Times Now, CNN-News18 remained the number one choice of viewers for comprehensive polling day coverage. It captured an impressive 38.8% market share, maintaining a significant lead over Republic TV, which captured 24.7% market share. Times Now and India Today TV followed with 22.6 percent and 8.2 percent market share, respectively. (Source: BARC India | TG:  2+ | Mkt: India | Period: 26th Apr 2024 | Market Share%, 7 channels considered)

 
The power-packed performance of CNN-News18 on the crucial polling day is a testament to its special election programming, delivering the most accurate information, coupled with finest news anchors such as Zakka Jacob, Anand Narasimhan, Shivani Gupta, and Rahul Shivshankar. The channel's extensive network of reporters across the states going for polls ensured comprehensive coverage from all over the country. CNN-News18's presentation with engaging graphics and insightful explainers simplified complex trends and data, making it easily palatable for the audience.

 
Speaking on the channel’s performance, Zakka Jacob, managing editor, CNN-News18 said, “CNN-News18’s leadership in the second phase of elections is an affirmation from our viewers about our brand of nuance over noise journalism. At a time when audiences demanded the fastest and most comprehensive polling day coverage, they turned to CNN-News18 as their trusted source of information. We expect to see more viewers tuning in as the election fervour peaks in the coming weeks.”

 
Smriti Mehra, chief executive officer – English News, Network18 added, “We’re delighted by the channel’s exceptional performance on the polling day, securing a strong lead over competition. This success not only underscores our commitment to delivering outstanding news coverage but also boosts advertiser interest, highlighting the impactful journalism and broad audience appeal that define our platform.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a>



BARC Ratings: CNN-News18 dominates with 72 percent lead over Times Now during second phase of Elections

On the polling day (26th April) of the second phase of the Lok Sabha elections, News18 Network emerged as the most preferred choice of viewers with the highest viewership on YouTube. 

According to the viewership data from Playboard, News18 India’s YouTube views reached 31.6 million on the polling day, surpassing key competitors ABP News and Zee News at 27.7 million and 26.6 million, respectively.

With 14.2 million views, News18 Bangla was the most watched Bengali news channel on YouTube. Its nearest competitor ABP Ananda trailed with 13.4 million views, followed by Republic Bangla at 12.6 million YouTube views.

News18 Punjab/Haryana/Himachal also amassed the highest viewership with 8.08 million video views on YouTube, leaving behind ABP Sanjha at a distant 1.6 million views and PTC News at 1.1 million views on YouTube.

News18 Rajasthan captured 3 million views on YouTube, making it the most viewed news channel from the state on YouTube. It surpassed competitors like Rajasthan Tak and Rajasthan Patrika, which garnered 1.2 million and 0.8 million views, respectively.
With over 2.6 million views on YouTube on the polling day, News18 Assam/NE surpassed News Live, which recorded 0.7 million views, followed by Prag News at 0.5 million views on YouTube.

Talking about News18 Network’s exemplary performance on YouTube, Pranav Bakshi, Head - Partnerships & Video strategy, Network 18 said, “our exceptional viewership in key markets & languages during the polls is a reflection of our commitment to delivering high quality programming and comprehensive election coverage from the ground zero. Our emphasis on localized content connects with viewers. The increased viewership has encouraged advertiser interest, as more brands recognize the power of reaching audiences across regions and languages, as we cover the elections in maximum languages & across India. Election= News18.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a> 





News18 Network captures highest YouTube views in second phase of elections

Integrated marketing agency, ’Brand Street Integrated’, has acquired digital agency ‘3% Collective’. 
This collaboration aimed at crafting immersive brand experiences for their clientele would be leveraging the collective expertise of both agencies.


“This acquisition signifies a remarkable milestone for both Brand Street Integrated and 3% Collective. Together, we're on a mission to revolutionize the digital marketing arena, providing our clients with ground-breaking solutions that propel their growth and achievements. With this joint venture, we anticipate not only expanding our market presence but also fostering shared synergies that will undoubtedly benefit our clients and stakeholders alike,” said Surendra Singh, CEO, Brand Street Integrated.


 “Together, we're poised to leverage each other's strengths and expertise to drive unprecedented growth and innovation in the digital marketing landscape. This partnership represents a strategic alignment of our visions and resources, as we work hand in hand to deliver unparalleled value and results for our clients,” said Pradeep Singh, Co-founder of 3% Collective.


Brand Street Integrated expands service offerings with acquisition of ‘3% Collective’

As per the latest ComScore data, News18 Indian Languages cluster has maintained its position as the number one digital news platform for Indian languages in March 2024.

At a whopping 83.7 million Unique Visitors (UVs), News18 Indian Languages maintained its lead, registering 20 percent growth in UVs compared to the previous month. It stayed ahead of its key competitor TOI Vernacular, which recorded 81.6 million UVs in March. TV9 Network captured 79.4 million UVs, followed by Aaj Tak at 54.4 million UVs.

News18 Indian Languages cluster consists of Hindi as well as regional languages. (News18 Punjab, News18 Bangla, News18 Gujarati, News18 Kannada, News18 Tamil, News18 Telugu, News18 Odia, News18 Assam/NE, News18 Lokmat, News18 Malayalam, News18 Telugu and News18 Urdu)

The impactful performance of News18 Indian Languages is attributed to its in-depth coverage in the election season. The platform extensively covers key election issues and news stories from diverse perspectives in all major languages across the country, reaching audiences nationwide. 

Commenting on the remarkable performance of the cluster, Mitul Sangani, CEO – Indian Languages, News18 Network said, "With news in 13 Indian languages, News18 provides unparalleled election coverage from all over the country. Our broad audience appeal has not only earned viewers' trust but also increasingly attracted advertisers' interest. The impressive viewership numbers encourage us to continually innovate how news is served in Indian languages."

News18 Network is an undisputed leader in terms of viewership both on TV and digital platforms. The group garnered the undivided attention of viewers in every segment, emerging as the go-to source for news across languages. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/firstpost-outshines-bbc-news-al-jazeera-english-on-youtube-30242.htm">Firstpost outshines BBC News, Al Jazeera English on YouTube</a> 



News18 Indian Languages remain No. 1 in election season

Maushumi Chakravarty assumed charge as Director General of Akashvani News on May 1. A 1991 batch IIS  officer, Chakravarty has vast experience having served in various capacities under the Ministry of Information & Broadcasting, including its media organizations the Press Information Bureau and Central Bureau of Communication.

In her career spanning over three decades, she has also worked on deputation basis in the National Human Rights Commission and as P.S. to Cabinet Minister. Chakravarty assumed the charge after superannuation of Vasudha Gupta as Principal DG.





Maushumi Chakravarty assumes charge as director general of Akashvani News

India’s feminine-care brand Whisper, from the house of Procter & Gamble, is raising awareness about— the early onset of menstruation among young girls — as part of the fifth edition of its #KeepGirlsInSchool (KGIS) movement. With girls starting periods as early as eight years of age, the need to create awareness early on is crucial, as 26 million girls can be at the risk of dropping out of school without period education and access to period products. Studies have found that one out of five girls could be dropping out of school due to lack of period education and access to period products.


In India today, girls as young as eight years of age are beginning their menstrual cycle, as per several reports, and so are at a higher risk of dropping out from school due to lack of period education. This could lead to escalation in absenteeism and increased drop out rate if they do not learn and are made aware at the right time. 


Whisper is at the forefront of educating girls across the country about the importance of menstrual hygiene, normalising any myths and taboos about periods, with an aim to decrease dropout rates caused by insufficient information and lack of access to period products. To date, Whisper’s Keep Girls In School program has taught over 100 million schoolgirls and mothers about periods and period products, and provided free sanitary napkins to girls, stated the company.


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Whisper’s new film features young eight-year-old girls who know nothing about menstruation and think up the worst possible scenarios as the cause of unexpected bleeding in one of their friends. The film aims to normalise this natural biological change in their body by educating young girls in school about the early onset of periods with a fun, catchy jingle that reiterates, “periods ka matlab healthy hai aap (periods means you are healthy)".

 
Rajdeepak Das, chief creative officer, Publicis Groupe – South Asia and Chairman Leo Burnett - South Asia said, “Our ongoing research about the changing conversations around menstruation identified a glaring anomaly - girls today are getting their periods much earlier than before. However, they are being educated about periods at a much later stage or oftentimes not at all. Whisper and Leo Burnett have been on a journey to keep girls in school for a long time and we wanted to bridge this gap. Our latest work talks to the 8-year-olds in a language they can understand, with a heartwarming song that teaches them that getting periods means they are healthy. The goal is to not just teach the little girls but also use the song as a tool to equip her ecosystem- parents and educators, enabling them to teach periods in an empowering manner.”


“There is a seismic shift happening in period biology. This heightens the need to educate girls early on and to prepare them to embrace this biological process. Through this initiative, we strive to educate them about how periods are healthy and how they can take care of themselves on their period days. Every year, Whisper goes to more than 60,000 schools to create period education programs and we are now also going to younger standards. Consumers too can do their bit buying a Whisper Ultra pack which will help us educate and donate pads to one girl to keep her in school,” said Girish Kalyanaraman, vice president and category leader - India Feminine Care at Procter & Gamble.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/p-ad-and-sales-promotions-expenses-hit-rs-134-09-crore-30343.htm">P&G Hygiene and Health records sales of Rs 998 crore for March quarter; ad and sales promotions expenses hit Rs 134.09 crore</a>

Whisper teaches young girls – Periods ka matlab healthy hai aap!

Life is too short for two things - boring ads and boring meetings!


So, imagine my disdain for boring meetings about ads. Ironically, the ad industry has one kind of meeting the creatives can steer away from boredom - pitches. For our latest work for MakeMyTrip, PG Aditiya and I took to LinkedIn to share a video excerpt of us narrating (and pitching) scripts (the idea) to the client. We shared how our work travels from script to screen, but we didn’t realise it started a conversation about the art and science of pitching ideas. I had messages from a lot of people asking for more such tips, so here are some thumb rules I like to follow:


<strong>DO believe your idea is amazing</strong>


A myth this industry has busted - good ideas sell themselves. Clients are sold on the enthusiasm and conﬁdence of the team that wants to make ideas reality. If you don’t believe your idea is amazing, no one else in the room will.


When I believe we have a great concept, I’m no longer selling it, I’m sharing it. The diﬀerence? Recall a time that you shared juicy gossip or a hilarious story with friends. You know all the details, but you carefully choose how to reveal the story for that big payoﬀ, making sure you hold their attention and keep them engaged. Sharing a good idea should feel like that.


<strong>DON’T think the meeting begins at the meeting</strong>


Before a pitch, agencies do a ‘dry run’, but creatives should also practice alone, presenting aloud and using mirrors. The dry run tests nerves before an audience. I arrive early for in-person meetings, just to do lip trills and power poses in the oﬃce washroom before walking into the boardroom. Find your pre-pitch routine.


<strong>DON’T believe stage fright</strong>


I was seven and rehearsing for a music exam. My teacher asked me whether I was nervous. I said yes. She said, “that only means you haven’t practiced enough.” She was brutal, and correct. Lack of practice makes you fumble on stage, and that’s what you’re really afraid of. If you’re sure of your routine, what’s to fear? Consider hobbies like stand-up comedy, spoken word, music, or toastmasters that force you to face audiences regularly.


<strong>DO be empathetic to your listeners</strong>


As a musician, I sometimes face audiences who would rather do what they came to an event to do - eat, chat, drink, and not pause to appreciate someone paid to be background noise. It’s taught me to genuinely value a listener’s attention. I don’t view my clients as an audience to an agency pitch, but as an audience to an artist. And artists want to leave their audience entertained, provoked, moved. P G Aditiya is also fantastic at reading a room. He uses wit and small talk to start meetings on a high, but also puts audiences at ease.


<strong>DO consider theatrics</strong>


Commit to the bit. Voice modulations and facial expressions aside, consider props and gimmicks. For a pitch with music and lyrics, I practice until I can sing or rap the song myself at the meeting. While pitching to a matrimonial client, our team showed up at the client oﬃce in wedding attire and brought mithai to end the meeting on a sweet note. For a pitch to a delivery giant, one of our creatives dressed up as a delivery exec with branded packaging. The point? Don’t be in-genuine about your theatrics. Don’t do it for the sake of doing it. Do it because you think it’s the best way to present an idea and do it proudly.

 
<strong>There is no right way. There is YOUR way</strong>


PG and I are more extroverted presenters, so there’s obviously more ways to prepare and present a pitch. Taking examples from my colleagues, Teresa Sebastian and Aabhaas Shreshtha who are introverted art maestros who don’t use frills and theatrics. Instead, their presentations reﬂect thoughtful professionalism, rich with details behind each creative choice. Sanket Audhi prepares talking points beyond the deck for strategic interjections. If theatrics is not your style, follow Pooja Manek's lead. Her impeccable decks and expert understanding of client objectives allow for on-the-ﬂy improvisation. Everyone involved should be able to articulate the big-picture objective without relying solely on slides. Binaifer Dulani exempliﬁes this, weaving emotional narratives with strategic thinking.


At Talented, we talk about doing what we can to make the idea proud. While putting in the work to achieve this, we can forget our jobs are fun. If you catch yourself wishing you were in the room when it happened, remember that every opportunity to pitch an idea is the room, and you have the power to make it happen.


<em><strong>Pearl Alex is a part of the creative team at Talented.</strong></em>


<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/high-pitch-drama-the-pitch-process-in-advertising-is-broken-heres-how-to-fix-it-2909.htm">High Pitch Drama: The pitch process in advertising is broken. Here’s how to fix it</a>

How to ace the art and science of pitch narration

The building of dark store networks around the country has been at the core of the success of quick commerce players. These dark stores resembling modern-day retail supermarkets don't allow customers to walk in. In India, Amazon seems to have abandoned quick commerce for now as it probably does not make sense for them to target a 10–15 per cent market of the already small grocery business. That is why perhaps they have moved their campaign to planned purchases. 

"Amazon Fresh’s value proposition is not just speed but equally an extensive range of daily consumption products, incredible savings for consumers and superior quality of fruits and vegetables, delivered to customers in 2-4 hour slots.  Regardless, Amazon is continuously improving the speed at which we deliver orders to customers," says Harsh Goyal, Director, Grocery, Amazon India.

The character ‘Ghanshyaam’, played by Manoj Bajpayee in the Amazon Fresh ad campaigns - ‘Nahi toh Mehenga Padega’, embodies the problem that a common person has with buying groceries online. "Basis our insights and research, consumers are primarily looking for value and quality in grocery items. Our recent ad campaign highlights both these aspects in a comical act where in a hurry to get groceries, the customer misses out on savings and good quality," adds Goyal.

Goyal further discusses how technology plays a critical role at every stage of fresh supply chain, starting from collection centres where one buys directly from farmers and pay them quickly, to an end-to-end temperature-controlled supply chain and more.

<strong>Edited excerpts:</strong>

<strong>Can you take us through the genesis and ideation of the campaign along with the key learnings? What was the rationale behind partnering with Manoj Bajpayee? </strong>

The relatable character ‘Ghanshyaam’, played by Manoj Bajpayee in our Amazon Fresh ad campaigns - ‘Nahi toh Mehenga Padega’, embodies the problem that a common person has with buying groceries online. Basis our insights and research, consumers are primarily looking for value and quality in grocery items. Our recent ad campaign highlights both these aspects in a comical act where in a hurry to get groceries, the customer misses out on savings and good quality. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/iV4oGqqfVzY?si=mfGnviFDYTJh6-gi" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The approach followed while developing the campaign focused on captivating the audience and driving home a crucial message that will resonate with the viewers long after they’ve watched it. Amazon Fresh offers consumers wide selection, incredible savings via bank offers and cashbacks, no delivery fee and excellent quality of fruits and vegetables.

<strong>What are some interesting market trends and consumer insights that you are observing? How is Amazon Fresh leveraging them?</strong>

During this mango season, we've observed significant shifts in market trends and consumer preferences on Amazon Fresh. Our top-selling mango varieties include Banganpalli, Ratnagiri Alphonso, Sindhura, Totapuri, and Kesar, with Banganpalli emerging as a versatile favorite across India. We're also seeing growing interest in regional specialties such as Gulabkhas and Chinnarasalu, highlighting a broader consumer inclination towards exploring unique and local flavors. 

Among cities, Bangalore emerged as the king of mangoes in metros, while Ahmedabad and Pune are showing strong engagement in non-metro areas. We've also noticed an uptick in demand for ice creams and dairy beverages, with a 20% and 33% increase in customer base for these categories, respectively. At Amazon Fresh, we leverage consumer insights to continually enhance our offerings, curating thematic stores such as Mango, IPL, and summer store and cater to diverse tastes and preferences, ensuring exceptional quality, value, and convenience for our customers.

<strong>In the age of quick commerce, where we are getting our essentials within 10-20 minutes, why should a customer opt for Amazon Fresh?</strong>

Grocery is a massive market and we believe various formats will co-exist, serving different consumer needs. For example, Amazon Fresh’s value proposition is not just speed but equally an extensive range of daily consumption products, incredible savings for consumers and superior quality of fruits and vegetables, delivered to customers in 2-4 hour slots.  Regardless, Amazon is continuously improving the speed at which we deliver orders to customers. Amazon delivers millions of items to customers on the same day, which is by far the largest selection delivered same day in India.

<strong>How is Amazon Fresh leveraging AI? How is it evolving and innovating its products?</strong>

We believe technology plays a critical role at every stage of fresh supply chain, starting from collection centres where we buy directly from farmers and pay them quickly, to an end-to-end temperature-controlled supply chain. We have shelf monitoring cameras which feed into ML models and help us spot quality defects. At Amazon we have built an ecosystem through a team of qualified agronomists offering agri-tech expertise to registered farmer partners for better farm yield and improved product quality. 

The agronomy services is an application, interface through machine learning and computer-vision based algorithms that simplify supply chain processes, helps farmers to identify defects (rotting, spots, cuts, mould) in fruits and vegetables, and reduces wastage of produce. All the fresh produce is sourced directly from farmers registered with Amazon sellers at the collection centre and after a thorough quality inspection, is dispatched to the processing centres. 

The fresh produce is then sorted, graded, and hygienically packed in different sizes at the processing centres and dispatched to Amazon Fresh fulfilment centres located closer to customers, to fulfil delivery promises. We will keep inventing to improve product quality and supply chain efficiency to ensure our customers receive the best quality produce. 

<strong>Where is the business coming from the most? </strong>

The online grocery retail market is witnessing a rapid growth rate in the Indian metropolitans and other emerging smart cities. While semi-urban areas and emerging cities are expected to drive the next wave of value growth owing to the rapid rate of urbanization, rural demand is likely to continue to drive volume growth.  We see maximum demand coming in from metros, Bangalore, Delhi, Mumbai, and non-metros such as Ahmedabad, Pune, Jaipur, and others. 

The metros have been seeing a rise in demand for diverse product categories including pet food, hair care and styling products, make up and baby care products like diapers. We're also observing a pronounced trend towards occasion-based and seasonal purchasing, particularly evident in categories such as snacks and beverages, baking supplies, pasta, and cereals. Hence, to make it easier for customers to discover the selection and enjoy the best value, we keep launching thematic stores such as Mango, Summer, IPL, and others.





Amazon India's Harsh Goyal on why should customers go for Amazon Fresh in the age of quick commerce

Asian Paints, India's paint and décor company known presents ‘Reflections of Kerala’—a beautiful light installation. Created in collaboration with XXL Collective from the St+art India family, this artistic piece honours Kerala’s vibrant culture. The installation is inspired by the special-edition ‘Inspired By Kerala’ packaging of Apex Ultima Protek, Asian Paints’ ultra-durable luxury exterior paint. Standing tall at 12 feet, the installation has been set up at Lulu Mall, Kochi.


The luxury exterior paint has been widely accepted in Kerala homes because of its protective qualities and durability, especially in extreme weather conditions, stated the company. 


Its packaging pays tribute to Kerala, capturing its rich culture, traditions and art forms. ‘Reflections of Kerala’ installation continues this tribute. 


The installation combines intricate cutout panels with spectacular lighting, highlighted the company. Each cutout represents different cultural elements of Kerala's heritage. Strategically placed lighting behind the cutout project its designs onto surrounding surfaces, casting shadows.


The installation showcases classical art forms such as Kathakali, Mohiniyattam, Theyyam, and Kalaripayattu to iconic symbols such as Kerala’s serene backwaters and vibrant wildlife. It showcases intricate woodwork and gabled roofs seen in temples, mosques, and native homes of Kerala. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/asian-paints-gets-virat-kohli-as-brand-ambassador-for-neo-bharat-latex-paint-28052.htm">Asian Paints gets Virat Kohli as brand ambassador for Neo Bharat Latex Paint </a>

Asian Paints Ultima Protek celebrates Kerala’s cultural heritage with ‘Reflections of Kerala’ light installation

Cheil India has launched a new campaign for Samsung Galaxy Watch6 series that aims to inspire users to enter a new era of connectivity, productivity, and well-being. The campaign, named ‘World On My Watch’, emphasises on the versatility of Galaxy Watch6 series as a reliable companion that helps users accomplish a variety of tasks in their daily routine like managing hectic schedules, tracking health and wellness, and even entertainment, stated the agency.

"Galaxy Watch6 series offers unparalleled convenience and connectivity like never before. Through the latest campaign, we decided to do something different and adopted a benefit-first approach. With LTE integration, users break free from the confines of their smartphones, embracing the liberty to manage essential features directly from their wrists,” said Aditya Babbar, vice president, MX Business, Samsung India.

The Galaxy Watch6 series distinguishes itself with its robust LTE connectivity, enabling users to stay connected even without their smartphones. The Galaxy Watch6 series provides health and wellness as priority, offering advanced features like blood pressure tracking and ECG monitoring, highlighted the company.


<iframe width="560" height="315" src="https://www.youtube.com/embed/_HY07hDv0EM?si=cxhzjwXonoFwDZKa" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


The film also highlights wide-ranging capabilities of Galaxy Watch6 series including navigating through urban landscapes, facilitating digital transactions and streaming content. 


"The film elegantly demonstrates how technology can seamlessly become part of our everyday lives, enhancing convenience, productivity, and well-being. This blend of connectivity, health tracking, and entertainment makes it a perfect pick," said Vikash Chemjong, chief creative officer at Cheil India. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/samsung-takes-a-jab-at-apple-capitalizes-on-controversial-ipad-pro-ad-31698.htm">Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad</a>

Cheil India Launches ‘World On My Watch’ campaign for Samsung Galaxy Watch6 series

When the concept for the “Dancing Queens” campaign emerged,  myTrident, a brand specializing in luxurious and premium home décor collections immediately recognized the potential in bringing Kareena Kapoor Khan and Sharmila Tagore together. “The combination promised to create an unprecedented impact. Both actresses bring a unique blend of charm and sophistication, reminiscent of the Pataudi legacy, says Neha Gupta Bector, Chairperson, myTrident.

In a chat with Storyboard19, Bector discusses the genesis of the campaign, media mix, growth trajectory and more.

<strong>Edited excerpts:</strong>


<strong>Take us through the genesis of the campaign. Why did the brand choose this specific collaboration with Kareena Kapoor Khan and Sharmila Tagore?</strong>

The "Dancing Queens" campaign was conceived with a vision to blend elegance and timeless appeal. Choosing Kareena Kapoor Khan as our brand ambassador was an obvious decision. She perfectly represents our target audience, embodying the role of a fantastic homemaker with effortless elegance. Her persona aligns seamlessly with our brand values.

When the concept for this campaign emerged, we immediately recognized the potential magic in bringing Kareena Kapoor Khan and Sharmila Tagore together. The combination promised to create an unprecedented impact. Both actresses bring a unique blend of charm and sophistication, reminiscent of the Pataudi legacy.

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/C6-jjPGIoj2/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Kareena Kapoor Khan (@kareenakapoorkhan)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

The decision was instantaneous once we reviewed the script. We knew this collaboration would encapsulate the beauty of a joyful home across generations, capturing the essence of elegance and grandeur. "Dancing Queens" celebrates this unity and the shared joy, reflecting the magnanimity that both Kareena and Sharmila ji bring to the screen. Thus, the campaign evolved into a harmonious blend of tradition and contemporary grace, resonating with audiences across all age groups.

<strong>What were some key consumer insights that the brand leveraged while making the campaign?</strong>

In developing the campaign, we focused on several key consumer insights. The first consideration that was kept in mind was that our target audience is women aged 25 to 65, who possess a strong desire to create beautiful homes. Additionally, it was noted that a significant number of men are also involved in home décor decisions. This demographic insight influenced the selection of our brand ambassadors and the choice of products showcased in the campaign.

Moreover, it was pertinent that the campaign emphasized our brand's core values of quality and premiumness. We wanted to highlight the design thinking behind our products and collections, characterized by elegance and sophistication. These attributes guided the overall creative direction and execution.


<strong>What are some interesting marketing trends that you are observing?</strong>

We’ve been observing several interesting marketing trends recently. Firstly, online marketing and e-commerce have become significant, with a large chunk of consumers shopping online. The growth of quick commerce has been particularly surprising, evolving rapidly and impacting various product categories, including home décor.

In terms of consumer preferences, India continues to favor prints over the solids and pastels popular in Western markets. Additionally, there is a growing awareness among consumers regarding product attributes. For example, in the category of bedsheets, consumers now seek higher thread counts, such as 400 or even 600, and they are knowledgeable about these specifications. Similarly, in towels, buyers are well-informed about size and GSM (grams per square meter), understanding the functional differences between lighter and heavier GSM options. This indicates a rising trend in consumer education, with people making more informed purchase decisions.

The distribution channels have also expanded beyond traditional mom-and-pop shops. Seasonal demand, particularly for winter products in the Northern and North-Eastern regions, remains a significant factor, with blankets being a mature and essential market segment. These trends highlight the dynamic nature of consumer behavior and the importance of adapting marketing strategies accordingly.

<strong>Who is Trident’s ideal TG? Where is the business coming from the most? </strong>

Trident's ideal target demographic encompasses women aged 25 to 65, who seek to cultivate an aura of refined elegance within their surroundings. Notably, our market analysis reveals an intriguing dynamic wherein a significant portion of our consumer base comprises men, thereby expanding our reach beyond conventional boundaries.

Presently, our market share reflects a robust presence, indicative of our brand's resonance within the industry. Our business derives substantial traction from diverse regions and demographics, with particular emphasis on areas where a discerning appreciation for quality and sophistication prevails. This strategic approach ensures that Trident maintains a strong foothold across various markets, catering to the refined tastes of our diverse clientele.

<strong>What’s myTrident’s media mix? </strong>

Our marketing and advertising mix include a diverse range of mediums of print, outdoor, digital, and television advertising on news and GEC channels. We have also incorporated in-theater advertising, which aligns with the nature of our content, it fits best in that large-scheme format.
Specifically, this year, we will emphasize on ATL. Our television campaigns will be strategically scheduled during World Cup slots and popular GEC programs.

On the digital front, our emphasis remains steadfast, with a continued heavy investment in online advertising. This will be complemented by an extensive below-the-line (BTL) strategy, including outdoor hoardings, in-shop activations, and storefront branding. Our 360-degree approach extends to print media as well, with a substantial investment in print advertising.

Furthermore, we are strategically aligning with blockbuster releases to amplify our brand presence, leveraging the synergy between our content and the larger cinematic landscape. Through this holistic approach, encompassing both traditional and contemporary mediums, we aim to create a lasting impression on consumers' minds, despite our limited resources.

<strong>Take us through myTrident’s growth trajectory.</strong>

myTrident embarked on its journey in 2017, offering just two products: bed sheets and bath linens. At that time, the domestic market was evolving and our focus was also building. Since 2017, we have taken gradual steps to establish our presence in the home furnishings sector. We now offer a wide range of products, including comforters, rugs, pillows, cushions, and blankets. 

The COVID-19 pandemic brought a significant shift in consumer behavior, with more people investing in their homes, a well-furnished home enhances the overall atmosphere and happiness, which aligns perfectly with our ethos of providing high-quality products at affordable prices, akin to IKEA. This commitment has resonated with our customers, driving our growth and acceptance in the market.

Currently, myTrident products are available in about 5,000 outlets, and we aim to double this number to 10,000 within the next three years. We have a strong presence in major retail chains like Shopper’s Stop, Reliance, D-mart, and Lulus, among others. Additionally, we are prominent in the e-commerce space, being the number one brand on BlinkIt and the top national brand on Myntra. Our presence on Amazon is substantial, and we are expanding to platforms like Ajio and Nykaa. We also cater to a large corporate gifting segment and supply towels to a majority of hotels across the country. 

As we look ahead, we plan to increase our retail footprint to 50 stores over the next three years. We are also seeking brand collaborations to introduce new design philosophies, trends, and colors. These initiatives are a part of our broader efforts to become a preferred and beloved brand for our customers.






myTrident's Neha Gupta Bector on partnering with Kareen Kapoor Khan and Sharmila Tagore

Samsung has a history of taking jabs to target Apple. It is now capitalizing on the controversial iPad Pro ad as well. The Apple ad drew a lot of attention as it showed various creative tools being crushed by a hydraulic press. 

<img src="https://images.storyboard18.com/storyboard18/2024/05/apple-crush-2024-05-c1de7970396a5309a16177c70765a3d7.jpeg" alt="" width="947" height="610" class="alignnone size-full wp-image-31715" />

The idea was to showcase versatility and creative capabilities of the iPad Pro. However, Apple’s Crushed ad got a lot of flak; it was interpreted as a metaphor for the suppression of creativity by technology. Apple eventually apologized, with an exec saying it “missed the mark.”

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">We would never crush creativity. <a href="https://twitter.com/hashtag/UnCrush?src=hash&amp;ref_src=twsrc%5Etfw">#UnCrush</a> <a href="https://t.co/qvlUqbRlnE">pic.twitter.com/qvlUqbRlnE</a></p>&mdash; Samsung Mobile US (@SamsungMobileUS) <a href="https://twitter.com/SamsungMobileUS/status/1790824457365594487?ref_src=twsrc%5Etfw">May 15, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

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Samsung has a lot to say in the 43-second ad. Samsung’s message is “Creativity cannot be crushed”. The ad shows a woman walking through the destruction Apple’s hydraulic crush left behind. Amidst the rubble, she picks up a crushed guitar and starts strumming. The camera then pans to show that she’s reading musical notes on the Galaxy Tab S9 Ultra. Samsung conveys the message that while instruments may be crushed, creativity cannot be.

Internet was quick to react. Communications consultant Karthik Srinivasan applauded Samsung's ad in a LinkedIn post.

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The tone deaf ad drew flak from celebrities like Hrithik Roshan and Hugh Grant.




Samsung takes a jab at Apple; capitalizes on controversial iPad Pro ad

It was in the year 1970 when Durex first got into advertising globally. Fast forward to 2010, they were acquired by Reckitt Benckiser, and since then, most of the advertising campaigns from the brand have been known to highlight sexual wellness and a healthy sex life.


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On May 13, Durex launched a campaign on Durex Lubes, #ExplorersWanted, where human anatomy was used as a bodyscape. As Anusheela Saha, national creative director and head of design, FCB India, explained, “A lot of Durex consumers did not know what Lubes were. Hence, the market penetration of Lubes has always been very minimal. Lubes are a product for a specific need, but we just wanted to explore Lubes in a new way, maybe as a tool for foreplay or as a tool to spice it up for couples’ sex life.”

Saha talks about the #ExplorersWanted campaign, marketing the brand, and more.

<em>Edited Excerpts</em>

<strong>Could you explain the genesis of the campaign?</strong> 

When we got the brief, we came across a very interesting data point. We got to know two things. About 70 percent of the Indian married couples were open to experimentation in their sex lives.

A lot of Durex consumers did not know what Lubes were. Hence, the market penetration of Lubes has always been very minimal. Lubes is a product for a specific need, but we just wanted to explore Lubes in a new way, maybe as a tool for foreplay or as a tool to spice it up for couples’ sex life. 

And that's when we came upon the term ‘Explore’. How do we explore what's already there? The moment I heard ‘Explore’, John Mayer's song was going on in my head, which said, ‘Your body is my wonderland’. And from exploration, we actually came to the landscape.


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The song itself lends itself to such gorgeous imagery, of exploration between a couple and therefore takes lovemaking to a different kind of exploration. And that's what we wanted to do with Lubes. So, ‘Wonderland’, which John Mayer calls, became ‘Bodyscapes’. 

We actually thought of using human anatomy as bodyscapes and almost like how we would explore things. And, when we are going on vacation, we have favorite spots to visit. For example, Cape Town, Kyoto and all these amazing vacation spots were given amazing names.

So, Kyoto actually became K Y O T O E. You know, and Cape Town became NAPE TOWN. The Czech Republic became the CHEST REPUBLIC. It was quite an exploratory trip that we had when we were doing the creative and hats off to the brand team for actually buying a concept like this, Because, whoever's seeing the work, they're all saying, ‘This is so unlike the regular work on Durex’. This is because, from the beginning, it was thought of as pieces of art and it is almost a surreal journey into lovemaking and foreplay.

Therefore the hashtag ‘ExplorersWanted’. 

<strong>Could you explain the media mix and marketing mix for the campaign?</strong>  

This product has a very limited market penetration. There are only very few people who would have heard or who would have known the existence of Lubes as a product.

Therefore, the media mix that we went with was specifically digital, and not meant for television. And when we kind of came up with the main idea of ‘Bodyscapes’ and ‘Explorers Wanted’, what we actually thought could be an interesting way of looking at it and to give it a different kind of breadth was to look at travel influencers.

That's when we approached Savi and Vid (@bruisedpassports). We also approached Daizy and Ankit (@the.vogue.vanity). Then there was Saloni Chopra and Rahul Bhattacharya (@unplannedby) and they are well known travel influencers with great following. We gave them the brief that if you were to go on a vacation and you were to go and explore your favorite spot, how would you do it?

Therefore, we launched teaser campaigns, which actually have the couple probing the audience to guess what could be a favorite spot. Somebody says, Cape Town and in the next one, Nape Town bit of the edit of the film plays.

<strong>We are living in a very polarised environment where anything or everything pertaining to crucial subjects receives backlash or criticism. Were there any sort of inhibitions or challenges during the making of this campaign? </strong>

There were no inhibitions. The brand team was fabulous for picking up such a subject and giving it to us. There was almost a free hand to do a lot with the filmmaking, because this is filmmaking at its very granular best.

What we did face a little bit of a challenge was with the strict guidelines put down by Meta. Hence, we had to put it in the guardrail and yet make bodyscapes work. So, that was very tricky because partial nudity or nudity on Meta is not kind of permitted.

So, how we could play the game was tricky. But, as you can see, the campaign is very much live on Instagram and is getting lots of love. So, we managed to kind of go past it in a different way.

<strong>Let's be honest. The word ‘Sex’ is still considered a taboo in India. From your observation, how have discussions around this subject improved in India?</strong>

Whether it is India or abroad, sex will always be considered a taboo topic.

In some places, it will be given a little bit more leeway. In more conservative countries like India, it will be a lot more restrictive. But, when we approach a brand like Durex, we know what is the purpose of the brand to exist. And, we actually have to keep these things in mind.

So we went ahead with an idea, which we knew that a lot of people may say, ‘Oh my God, it was just too bold.’ ‘Oh my God, did they really have to go through this route?’ ‘Was there no other way to do a Lubes commercial?’ But we believed in an idea and we actually treated lovemaking like a piece of art.


So, when you treat something, which is taboo and give it that breadth in the form of a piece of art, then it becomes very acceptable because when we put the lens of art, then society seems to be a bit more acceptable to a lot of things because it's art.

In no way, you would see anything cringeworthy in the piece of work. It's just so liberating to see it as a canvas of art actually. 

<strong>Since when has FCB India been handling the mandate of Durex?</strong>

We don't work on Durex as a brand. This was actually a one off project. But, it's just that they were kind of struggling to crack something on Lubes for quite some time. And they had heard of the kind of work that we do.

So they reached out to us. We went armed with concepts and this was one of the concepts they picked up. We can all see how it looks now.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/quantum-brief/storyboard18-exclusive-dettol-and-durex-maker-reckitt-benckiser-india-calls-for-media-pitch-7859.htm">Storyboard18 Exclusive: Dettol and Durex-maker Reckitt Benckiser India calls for media pitch</a> 

When a taboo topic is given the shape of an art, then it becomes acceptable: FCB India’s Anusheela Saha

Dentsu Group reported Q1 organic growth of -3.7%. The soft start to the year was in line with internal expectations, the Tokyo-headquartered global ad holding company said in a statement. Looking forward, the Group reiterates FY2024 organic growth guidance of c. 1% and margin guidance of c. 15%. The Group continues to expect the recovery in organic growth to be second half weighted, with confidence underpinned by new client wins and the easing of existing headwinds.

Customer Transformation & Technology (CT&T) is reported at 30% of Group revenues, lower yoy given the cyclical downturn within the segment, strength in the media businesses and a realignment of revenues internally into other practise areas as we look to ensure our services and offerings are globally consistent. This had an impact on our revenue ratio and will continue to impact throughout this year.

In 2024, focus remains on internal investments and returning the Group to growth, the company said, adding that the Group continues to accelerate the shift to One dentsu to create a unified global network, further integrating the group’s diverse capabilities. 

Group net revenue JPY 286.4bn (YoY 6.3%, -1.0% at constant currency)
• On a constant currency basis Japan reported 2.3% growth in net revenue in the first quarter, the Americas a decline of -1.4%, EMEA a decline of -4.2% and APAC growth of 0.6%.
• Reported net revenue increased 6.3% with currency positively impacting by JPY 18.1 bn and M&A contributing JPY 9.9 bn.

Group organic revenue decline -3.7%
• Q1 in Japan, organic growth was robust and ahead of expectation with a continued recovery in advertising, double-digit growth in Internet media and a healthy TV spot market. The Americas reported Q1 organic revenue decline of -6.6%, a soft start to the year due to continued cyclical pressures in CT&T, although Q1 results were in line with internal forecasts. EMEA reported organic revenue decline of -9.4%, but with a mixed performance across the region. APAC reported organic revenue decline of -7.1%, in line with expectations with improvements in some markets, including China. 

APAC Q1 organic revenue -7.1%
• APAC ex Japan reported organic decline, although results were ahead of internal forecasts. Media reported momentum in client spend in China. Creative reported a reduction in client spend in a number of markets, but has momentum with client wins in India & China which are yet to impact revenues. India is still impacted by the annualization of client losses in media from Q2 2023. In Southeast Asia, there was a modest improvement in organic growth in Thailand as TV spend continued to resume post government formation in Q3 last year. The Philippines saw continued momentum following strong new business wins at the end of Q4.
The region is on track to deliver forecasted results for the full year with the cycling out of clients lost in 2023 and an easing of comparables into the second half. 

Hiroshi Igarashi, President and Global CEO, Dentsu Group Inc., said, "The first quarter delivered an organic revenue decline of -3.7%, in line with our internal forecasts and leaving us on track to deliver our guidance of c. 1% organic growth for the full year 2024. Our confidence comes from a stronger outlook in the second half of the year. The Group will benefit from momentum in client wins, yet to impact revenues, from cycling out of accounts lost in 2023 and a significant easing of comparables." 

"We believe the future of our industry is driven by client demands for greater integration of services," he said. "Clients are searching for a marketing transformation partner that can deliver true integration of media, dynamic content and data insights via solutions that seamlessly connect brand potential to business impact. This aligns perfectly with our strategy of growing our clients’ businesses through integrated growth solutions." 

Igarashi reiterated, "Our promise to clients is that we are innovating to impact. By simplifying and integrating our offerings into an ecosystem which makes sense to clients, we can continue to push the boundaries of what’s possible through experience and business transformation." 

Dentsu Group's global chief Hiroshi Igarashi stresses on integrated growth solutions

Spice Money has announced the launch of its VIP Program, designed to provide a four-fold exclusive benefit package to its network of 14 lakh Adhikaris. This program is tailored to enhance their experience and drive growth in their businesses. This initiative in the segment is designed to offer premium benefits, personalized assistance, and exclusive earning opportunities, ensuring that high-transacting Adhikaris receive exceptional service, support, and priority attention. 

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This program aims to identify and reward the top-performing Adhikaris(Merchant)by providing them with a clear path to increased earnings and enhanced services. This initiative will lead to the loyalty of Adhikaris, ensuring their commitment to the Spice Money platform through exclusive benefits and additional earning opportunities. Any Adhikari (Merchant) looking to advance within the Spice Money network can join the VIP Program.

<strong>Key Features of the VIP Program:</strong>

·Transactional Benefits: Adhikaris enrolled in the VIP Program will enjoy additional commissions on core products such as Aadhar-based withdrawals AePs, DMT, and financial services products like opening of CASA and consumer loan products.

·Care Benefits: VIP Adhikari's will receive special care and support due to their high transaction volumes, ensuring seamless operations and maximizing transactional volumes.

·Discounts on Services & Hardware: The program offers discounts on hardware, including the change of biometric devices as per UIDAI guidelines as an industry-wide change in the ecosystem, leading to a reduction in fraud.

·Personal Benefits: Spice Money is also committed to offering personal benefits such as insurance and scholarships for Adhikari's children, providing a holistic approach for a Nanoprenuer to grow their business

The VIP Program is open to all Adhikaris aspiring to advance in their Spice Money journey. Adhikaris can choose from three levels of subscription plans, Basic, Advance and VIP plans starting at Rs. 199 as an introductory monthly price, tailored to meet varying needs and preferences. 

Dilip Modi, Founder & CEO, Spice Money, said, “The VIP Program is a testament to our commitment to acknowledging and rewarding the outstanding performance of our top Adhikaris. This initiative provides them with a clear pathway to increased earnings and superior services, aligning with our mission of fostering financial inclusion and empowerment in emerging India.”

Kuldeep Pawar, Chief Marketing Officer, Spice Money, said, ”I am thrilled to introduce our VIP Program, another game-changing initiative from Spice Money tailored to elevate the journey of our high-transacting Adhikaris. This program not only recognizes the exceptional performance of our top Adhikaris and rewards it but also enhances their experience with exclusive benefits and personalized services. This initiative highlights our unwavering dedication to empowering our partners and revolutionizing rural banking in India”

Oppo India gives its media mandate to PHD India

The responsibilities of the agency will include supporting Oppo India's growth journey through their forte in communications planning, and best-in-class capabilities to drive desired business outcomes, stated a media report.

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