This season there was a disruptive digital IPL experience. The 2023 edition IPL action on and off the pitch kept people stumped. One could barely keep up with the viewership records broken during the league. The great digital leap set this season apart – IPL streamed free in many regional languages with a certain degree of interactivity at its core. Infact JioCinema , official streamer of IPL witnessed highest ever peak concurrency globally at 3.21 crore. It amassed mindboggling 700 crore plus video views over the season and reached over 12 crore unique viewers. The platform itself 2.5 crore app downloads in a single day. Digital IPL democratized for advertisers.

Find out what Anil Jayaraj, CEO, Sports, Viacom18 thinks about IPL, the digital streaming juggernaut, rise of female viewership, & CTV surge.

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Watch Viacom18's Anil Jayaraj's interview on how digital was a game-changer for IPL 2023

Anil Jayaraj talks about IPL 2023, rise of female viewership and more with Storyboard18.

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GOZOOP HAWK, and online reputation management and customer support agency under the GOZOOP Group, has bagged the listening and digital response management duties for Amazon miniTV, a leading free entertainment service in India.


As part of the mandate, GOZOOP HAWK’s key responsibilities will include handling digital customer support, monitoring online brand chatter, amplifying positive stories, measuring sentiments, providing timely resolutions and deriving actionable business insights for the brand by understanding and tracking valuable web conversations to delight customers. 


Amazon miniTV offers a large library of popular web series, movies, reality shows, dubbed international content, in multiple genres like comedy, romance, slice of life, thriller and more.


Commenting on the partnership Aruna Daryanani, director and business head, Amazon miniTV said, “ORM is an important component of brand building and reputation management. With the right strategy, ideation and creative thinking we can further strengthen our brand presence. We are excited to partner with GOZOOP HAWK and look forward to their expertise to continue to raise the bar on customer experience.”


Commenting on the win, Premkumar Iyer, president, GOZOOP HAWK said, “HAWK has always demonstrated capability of delivering some of the most unconventional listening and online customer support solutions. This habit to push boundaries coupled with Amazon miniTV's disruptive approach towards the dynamic OTT space makes the relationship click. We have already done some stellar work e.g. during Amazon miniTV’s recent launch of dubbed K-dramas, we turned the whole response management strategy to Korean language generating shift in outreach. We look forward to doing more such unconventional work for them in times to come.”


GOZOOP HAWK bags listening and digital customer support mandate for Amazon miniTV

The marketing team within media giant Cox Media Group (CMG) claims it has the capability to listen to ambient conversations of consumers through embedded microphones in smartphones, smart TVs, and other devices to gather data and use it to target ads, according to a review of CMG marketing materials by 404 Media and details from a pitch given to an outside marketing professional. Called “Active Listening,” CMG claims the capability can identify potential customers “based on casual conversations in real time.”

The news signals that what a huge swath of the public has believed for years—that smartphones are listening to people in order to deliver ads—may finally be a reality in certain situations. Until now, there was no evidence that such a capability actually existed, but its myth permeated due to how sophisticated other ad tracking methods have become.

It is not immediately clear if the capability CMG is advertising and claims works is being used on devices in the market today, but the company notes it is “a marketing technique fit for the future. Available today.” 404 Media also found a representative of the company on LinkedIn explicitly asking interested parties to contact them about the product. One marketing professional pitched by CMG on the tech said a CMG representative explained the prices of the service to them.

“What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations? No, it's not a Black Mirror episode—it's Voice Data, and CMG has the capabilities to use it to your business advantage,” CMG’s website reads.

The part of CMG advertising the capability is CMG Local Solutions. CMG itself is owned by Apollo Global Management and Cox Enterprises, which includes the ISP Cox Communications. CMG operates a wide array of local news television and radio stations.

With Active Listening, CMG claims to be able to “target your advertising to the EXACT people you are looking for.” The goal is to target potential clients or customers based on what they say in “their day to day conversations,” the website adds. Specifically, those could include:

Clients can “claim” a territory where they want to use CMG’s services, which are available in a 10 or 20 mile radius, the website says. After setup, “Active Listening begins and is analyzed via AI to detect pertinent conversations via smartphones, smart tvs and other devices,” the website adds. CMG also claims it installs a tracking pixel on its client’s website to monitor the return on investment (ROI).

With an audience created, CMG then delivers adverts to these people through streaming TV, streaming audio, display ads, YouTube, and Google and Bing search, the website says.

“The result? Unprecedented understanding of consumer behavior, so we can deliver personalized ads that make your target audience think: wow, they must be a mind reader,” another section of CMG’s website reads.

Claims about this capability raises obvious and immediate legal concerns; intercepting communications without proper consent can violate wiretapping laws. CMG’s website addresses this with a section that starts “We know what you are thinking…”

“Is this legal? YES- it is totally legal for phones and devices to listen to you. That's because consumers usually give consent when accepting terms and conditions of software updates or app downloads,” the website says.

Beyond CMG’s website, very little information is available about the capability, including how exactly the data is gathered, be that via a software development kit (SDK) bundled into apps, or via collection at another point. For its part, Apple does alert iPhone users when an app is accessing the device’s microphone with a small icon in the UI.

The marketing professional pitched by CMG told 404 Media that after a call with the company, they disabled microphone access on much of their own technology: “I immediately removed all my Amazon Echo devices and locked down microphone permissions on things like my phone as receiving confirmation they are doing things like this have confirmed my worst fears and I, for one, will not take part in it,” they said.

CMG says “the ROI is already impressive” and is actively soliciting potential customers, though. On LinkedIn, Chris Marxmiller, a senior sales consultant at CMG, invites people in his bio to “Ask me about our NEW product - ACTIVE LISTENING.” Marxmiller did not respond to a request for comment which asked for more information on the Active Listening product.

CMG lists a number of other companies as its partners and publishers. These include Amazon, Microsoft, and Google. Microsoft declined to comment. Google told 404 Media in a statement that “For years, Android has prevented apps from collecting audio  when they're not being actively used, and whenever an app activates a device’s microphone, there is a prominent icon displayed in the status bar.” Google did not answer 404 Media’s question in its statement.

Amazon said in a statement that “the advertising product being described would not be possible with Echo devices. We do not share voice recordings with third parties.”

CMG said in a statement that “CMG Local Solutions markets a wide range of advertising tools. Like other advertising companies, some of those tools include third-party vendor products powered by data sets sourced from users by various social media and other applications then packaged and resold to data servicers. Advertising data based on voice and other data is collected by these platforms and devices under the terms and conditions provided by those apps and accepted by their users, and can then be sold to third-party companies and converted into anonymized information for advertisers. This anonymized data then is resold by numerous advertising companies.”

“CMG businesses do not listen to any conversations or have access to anything beyond a third-party aggregated, anonymized and fully encrypted data set that can be used for ad placement. We regret any confusion and we are committed to ensuring our marketing is clear and transparent,” the statement added.

Cox Media Group claims to have capability to listen to ambient conversations of consumers for targeted ads

On June 1, 1945, Fritz Sennheiser, a German inventor and entrepreneur, founded the audio equipment manufacturing company that bears his name and went on to become a global brand. Today, Sennheiser has three business units: Pro Audio, Business Communication and Neumann.Berlin. 


In a conversation with Storyboard18, Andreas Sennheiser, the company’s chief executive officer, said, “The first thing is you have to hit a ‘need’. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo. So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again.”


Edited excerpts:


<strong>Tell us more about Sennheiser’s India story.</strong>


We started bringing good audio to India in 2007. At the time, it was really hard to understand where the general public was with audio consumption. We found out that listening to music via headphones wasn’t a known principle. 


So, over the last 16 years, I think we've done quite well in developing the taste of enjoying music on the consumer side. For two years, we focused on the pro business only, along with business communication, and then our Neumann products also.


Particularly, in the last one-and-a-half years after the pandemic, we've seen very strong growth. On the live part, everyone wants to enjoy music, festivals, weddings and all kinds of corporate events. But on the business communication side, government, corporate and also higher education facilities are gearing up significantly for hybrid meetings, for remote lectures and also for a digital government.


<strong>Where do you see India in Sennheiser's growth map?</strong>


In the last two years, India has had one of the highest growth levels, with more than 50 percent annual growth.


As far as the general business globally is concerned, we could supply all our customers with products even during the pandemic. So, we were never really out of products.


<strong>From a product lens, what’s the focus?</strong> 


We have several focuses. There’s a general common focus that more and more of the technology that we’re using—it is highly advanced—is hidden behind very simple user interfaces. 


So, we want to make it as simple as possible, come up with seamless integration, plug and play with our installed business like ceiling microphones… This is so that an integrator, a consultant or the end user really doesn’t need to deal a lot with technology but actually can focus on the experience.



<strong>Many global CEOs are surprised by the way Indian consumers have evolved over the last few years. From a price-conscious market, we now are a value-conscious market. So, what are your observations and what is unique about Indian consumers?</strong>


Well, you just gave the right keywords. 


It has evolved from a price sensitive market of buying at the lowest possible level to now buying the highest possible value. So, with that, we are in an excellent position because we love competition. We love the direct comparison of our products with competitive products because usually this is when we win.


That's why value-based buying decisions are very much in our favour, because we provide superior audio quality. 


<strong>Globally, what are the trends in the audio space and do you see the adoption of those trends in India anytime soon?</strong> 


One of the big trends is that high–quality audio is being more and more appreciated. This is particularly when it comes to immersive audio and spatial audio. In the studios, we have more and more Atmos installations with our Neumann speakers. Also, on the playback side, we see a lot of venues now having full arrays of speakers for an immersive experience.


So, the whole appreciation for good audio has significantly increased over the last few years. At the same time, there’s also a strong trend of simplification of workflows. So, we try to focus on making the lives of our end users as simple as possible, particularly because there's also cost pressure on production, music production, news gathering etc. We want to give them the gear that they can operate with the least possible amount of people. 


<strong>What is the brand perception of Sennheiser?</strong> 


Sennheiser has a brand reputation of being extremely reliable, creating remarkable audio experience and being a highly innovative brand. 


The topmost factor is always reliability. In a meeting room, you don’t want to spend 20 minutes getting the system to work. An artist in front of 50,000 people, the only thing he or she can hold is a microphone, and that should not fail.


<strong>In terms of marketing, what are the big plans for India and what are the investments like?</strong> 

Our main investment is in people and education. So, it's people on our end and education on the customer side.

We see that the more there are highly talented technicians, audio engineers and people who know the difference between an okay system and a great system.

During the pandemic, we produced 200 tutorial videos: how to use our microphones, how to set up gear in general, and how to build a studio. A lot of things to just help the audio community do a better job.


<strong>In India, startups have been weaving a very different story in the last few years. As a family-owned company and one of the oldest startups in the audio space, do tell us what it takes to make a successful business and your advice for startups here. </strong>

The first thing is you have to hit a ‘need’. This is not only true in a startup, but also when a company like ours gets older. Now, we’re closer to the 80th year of our existence. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo.

So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again. 

<strong>There are a bunch of profitable startups in the audio space here in India. What impresses you about them and are there any lessons that you can pick from them? </strong>

When startups have a platform economy in mind and then scale that up, they can very quickly cover a very broad demand, be it with fintech platforms or be it any other integration.


That is an approach that I find highly attractive because it's not product and gear oriented, but really platform oriented. And this is also a strategy that we're adopting more and more. We are not just selling gear to our customers, but we actually provide the control platform with it to make it as easy as possible. 


That has been a strategy for a couple of years—to have a lot of allies in the industry in order to allow a seamless integration for the end user. So, the platform is really the main focus. And, what we're selling in terms of gear is just an endpoint to the whole platform.

<strong>Has the target audience of Sennheiser evolved over time?</strong> 

Yes and no. Our target audience grows with us.

While there was an entry target audience a decade back that has now matured in age and in income, they are now being lifted to the next level.

I had a chance to meet with music composer duo Salim-Sulaiman. We had a chat about technology particularly, and they stressed upon how they started with simple gear and then moved to higher-grade gear.

Andreas Sennheiser: We have to keep listening to the customer and have a creative dissatisfaction with the status quo

Gen Z consumers are 50 percent more likely to take their friends' recommendation over an influencer or a celebrity when making a purchase decision, revealed a study from Yuvaa – the Indian Gen Z-driven youth media, impact, and research organization.

An Economic Times report states that the findings are based on a report titled 'Not All Gen Z'. The findings are based on responses from over 900 Gen Z participants, spanning over 20 cities across tier I, II, and III cities and towns of the country. Gen Z represents people born between 1997 and 2012 who show distinctive behavior in their lifestyle and shopping habits. At over two billion, Gen Z forms roughly 25 percent of the global population. It makes up for over 35 percent of India's population, according to Yuvaa.

Their estimated spending power is in excess of €235 billion, according to BCG. 

<strong>Influencers provide brand visibility</strong>

Karthik Srinivasan, a communications strategy consultant, believes that we trust the references and recommendations of the people we trust the most within our family or friends circle. However, influencers have a different role to play.

"They have come to usurp the role of mainstream media and advertising to a large extent and have become predictable sources of visibility more than influence. In other words, influencers (along with mainstream media and advertising) are sources of introducing products or services, use-cases, and giving them visibility, but they may not necessarily persuade people to make the purchase. That's where friends and family (known peers, colleagues too) would come into play," he explains.

Srinivasan tells Storyboard18 that influencers are merely shilling a product for a fee and have long stopped pretending to be actual users of a product to offer use-based/experience-based content/information.

"Even if they claim to offer personal experience-based recommendations, if viewers/followers see the disclaimer about paid content, they'd automatically discount that factor and take that recommendation with a pinch of salt," he adds.

Yuvaa's report findings also highlight a few key aspects of a Gen Z consumer who is not only willing to support brands that support social causes but also cares about sustainability. Around 63 percent of Gen Z shoppers surveyed said they prefer brands that support social causes. 

71 percent of Gen Z prioritize brands that are environment-friendly, and 77 percent consider price when buying something, even if it's not sustainable. Gen Zs are split equally between feminist and non-feminist brands, but 60 percent of women prefer them.

<a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Read more: Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a>

<strong>E-com platforms chasing Gen Z</strong>

These trends are being closely followed and implemented in product and marketing strategies by e-commerce platforms in India. Storyboard18 reported that there has been intense competition between online retailers to woo the next generation of shoppers, with e-commerce platforms Amazon and Myntra actively investing in the Gen Z cohort.

Flipkart-backed fashion portal Myntra, for instance, announced the launch of FWD, an in-platform experience offering additional brands and styles curated for Gen-Z shoppers.

The move comes days after rival Amazon Fashion introduced the ‘Next Gen Store,’ catering to the unique needs of Gen Z shoppers, who seek to experiment with fashion and have varying preferences in terms of styles, sizes, brands, and fitting.

While Nykaa Fashion has not yet launched a dedicated platform for Gen Z shoppers, it has been onboarding brands that target this cohort. Recently, it added MIXT, which offers streetwear-inspired modern apparel options such as bodysuits, corsets, jumpsuits, jackets, cardigans, and footwear. It brought in Cider, a US-based label, expanding its global offerings to Indian consumers.

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans.

Unlike previous generations, which were heavily influenced by Bollywood and sports celebrities, Gen Z shoppers are more picky about who they follow. Social media influencers have emerged as a significant force in shaping their purchase decisions.

However, there is a catch. This group only follows influencers or celebrities who ‘walk the talk’ and are more trustworthy.

<strong>Value for sustainability, inclusivity</strong>

Bindiya Bhatt, senior director of category management at Myntra told Storyboard18 that for Gen Z, inclusivity, authenticity, and unconventionalism take centre stage as well.

"By embracing these values and catering to their specific needs, businesses can create more meaningful and impactful experiences that resonate with this important and influential demographic," she said.

Technopak Advisors' Ankur Bisen had a deeper insight, saying Gen Z shoppers are community-driven and seek better products rather than stay loyal to brands.

"...they are definitely seeking better products than brands and they are also looking at the consumption of fashion through communities. For example, there are communities towards gaming, nature, and even limited edition products. The spin-off from this trend could be the 'sneaker culture' in India and the craze to buy limited edition sneakers that are being sold online. These are some micro trends that one needs to notice," he said.

Influencers’ influence waning? GenZ listen to friends over social media influencers

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“We will have another incremental billion dollars in the next three years for the home-grown billion dollar brand Thums Ups,” says Arnab Roy, vice president and head of marketing, Coca-Cola India and Southwest Asia to Storyboard18’s Shibani Gharat. He also talks about the brand’s new advertising campaign #HarHaathToofan.

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Coca-Cola's Arnab Roy on Thums Up’s new ad campaign #HarHaathToofan

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Over the past few months, Metaverse has received a lot of attention. Some brands are viewing marketing in the metaverse as an opportunity to reach a larger audience in an engaging manner. Increasingly, automakers are getting onto the metaverse bandwagon to enhance their customer experience.

Mindshare India recently conceptualised and enabled the first ever electric vehicle (EV) launch in the metaverse for Volvo Cars in a space called Volvoverse. This is a first-of-its-kind collaboration across WPP agencies.

Watch to find out how and why they did it. 

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Meeting Amin Lakhani and Amit Jain in Volvoverse 

MakeMyTrip, an online travel company, has launched two new brand films featuring beloved brand ambassadors, Alia Bhatt and Ranveer Singh. These films showcase the simplicity and convenience of booking flights and hotels for international travel with MakeMyTrip, catering to both first-time international travellers and seasoned travellers.


Raj Rishi Singh, chief marketing officer & chief business officer - corporate, MakeMyTrip said, ”We at MakeMyTrip believe in making the world more accessible, one trip at a time. In the past few months, we have introduced a suite of tools, features and benefits, some of them industry-firsts, designed for every international traveller, be it a first-timer or a seasoned globetrotter. Our aim is to ensure that everyone can partake in these benefits, making their travel booking and post-sales experience seamless and enjoyable. Our new films highlight the value addition we bring to the table, demonstrating how MakeMyTrip can be a game-changer when it comes to international bookings.”


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The first film presents Bhatt and Singh newlywed couple on their wedding night, still trying to find their footing with each other. The conversation veers towards both sharing their apprehensions about their “first-time”. As film unfolds, viewers find out that the ‘first-time’ in question is in fact their first time travelling internationally.  As a solution, they turn to MakeMyTrip for their flight and hotel bookings, both taking on the planning/research responsibility equally.

 
In the second film, viewers are drawn into the middle of a suspenseful scene – where Singh, playing an international spy/agent, unearths the location of a most wanted person. When Bhatt, his commanding officer, discloses that the mission is in London, Singh, with his humorous style, argues that the criminal should be let go as ‘he isn’t bad at heart’ to save himself an international trip. Bhatt’s character senses his apprehensions and introduces him to the MakeMyTrip international booking experience, highlighting its ease and tension-free experience.


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This campaign was conceptualized by the creative agency, Moonshot and films have been written by Devaiah Bopanna, Puneet Chadha and Deep Joshi.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/bank-of-baroda-rolls-out-pehchaancon-3-0-banking-fraud-awareness-campaign-featuring-actor-kunaal-roy-kapur-29848.htm">Bank of Baroda rolls out 'PehchaanCon 3.0 Banking Fraud' awareness campaign featuring actor Kunaal Roy Kapur</a> 

Alia Bhatt and Ranveer Singh highlight the convenience of booking flights and hotels in MakeMyTrip's new campaign

Hindustan Unilever announced its results for the quarter and year ended March 31, 2024. HUL ad and promotions spends increased to hit Rs 1616 crore in Q4. In the corresponding quarter in 2023 the advertising spends stood at Rs 1311 crore. For the year ended March 31, 2024, HUL recorded Rs 6489 crore in advertising and promotions expenses. 

Hindustan Unilever Ltd on April 24 reported 6% fall in standalone net profit at Rs 2,406 crore for the fiscal fourth quarter as against Rs 2,552 crore in the year-ago period. HUL's sales rose only marginally to Rs 14,693 crore in the fourth quarter, with revenue in a key segment, beauty and personal care, declining 2.7%. 

The Company’s turnover for the financial year ended 31st March, 2024 was Rs. 59,579 crores as against turnover of Rs. 58,154 crores for the financial year ended 31st March, 2023. 

CEO and MD Rohit Jawa said, “Looking forward, I am optimistic of consumer demand gradually improving due to a normal monsoon and better macro-economic indicators. With rising affluence, under-indexed FMCG consumption and a strong digital infrastructure, I remain very confident of the medium to long-term potential of Indian FMCG sector." 

The Beauty and Personal Care segment saw USG shrink by 2 percent on flat volumes, notwithstanding HUL’s premium portfolio growing ahead of the rest.

Home Care grew 1 percent with mid-single digit UVG. Both Fabric Wash and Household Care grew volumes in mid-single digit driven by strong performance in premium portfolio. The category continued to witness YoY price decline on account of actions taken during the year, it said. 

Foods and Refreshment had a USG of 4 percent with flat volume growth. According to a filing on BSE, the FMCG company's total revenue increased to Rs 15,441 crore in Q4.

<a href="https://www.storyboard18.com/brand-marketing/hul-ceo-rohit-jawa-weve-embarked-on-a-journey-of-transform-to-outperform-to-serve-evolving-aspirations-of-indian-consumers-29881.htm">Read more: HUL CEO Rohit Jawa: We've embarked on a journey of 'Transform to Outperform' to serve evolving aspirations of Indian consumers</a>



Bank of Baroda (Bank), one of India’s public sector banks, announced the release of its #PehchaanCon 3.0 Banking Fraud awareness campaign. The latest campaign seeks to raise awareness about new-age financial frauds such as artificial intelligence-generated deepfake scams that can succeed in duping even the most vigilant customers, stated the company.

 

In Phase 3 of the #PehchaanCon campaign, the Bank has released two new ad films featuring actor Kunaal Roy Kapur. These videos illustrate how anyone – even the smartest and strongest amongst us – can end up getting conned. Using the latest deepfake tech to deceive individuals by masquerading as a family member/a close acquaintance or targeting online shoppers by posing as a delivery agent asking for an OTP, which is then used to hack into one’s personal data, fraudsters are using a range of methods to try and dupe people.



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The ads showcase how anyone is vulnerable to falling prey to such an attack. Kapur plays the role of the quiet and compassionate doctor to whom his patients pour their hearts out to, while also contemplating how to protect themselves from such kinds of frauds in future. The ads emphasise that by being alert, watchful and being able to recognise a fraud/fraudster or Con, customers can protect themselves and their confidential financial information and enjoy a safe and secure online banking and shopping experience.


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Shri Lal Singh, executive director, Bank of Baroda said, “Online frauds aimed at defrauding people have become more common nowadays and are an ever-present threat. Further, with the advent of new technologies, the modus operandi of financial cons also keeps evolving rapidly. Hence, all of us need to be extremely alert and learn to identify a potential fraud/scam. Bank of Baroda's PehchaanCon campaign emphasises the importance of self-vigilance to customers so that they can ensure the safety of their hard-earned money from the threats presented by cybercriminals.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/greenpanel-launches-ipl-campaign-crafted-by-lk-saatchi-saatchi-29841.htm">Greenpanel launches IPL campaign crafted by L&K Saatchi & Saatchi</a> 

Bank of Baroda rolls out 'PehchaanCon 3.0 Banking Fraud' awareness campaign featuring actor Kunaal Roy Kapur

Leveraging Greenpanel’s principal partnership with Delhi Capitals in IPL, the TVC crafted by L&K Saatchi & Saatchi spotlights the water-resistant quality of Greenpanel HDWR. 

Maintaining the campaign's signature tagline, "Greenpanel HDWR, MDF ka doosra naam," the TVC takes viewers on a hilarious journey featuring cricket stars David Warner, Rishabh Pant, and Anrich Nortje. Set against the backdrop of an ad film shoot, the storyline cleverly intertwines the players' attempts at acting with instances of water spills on Greenpanel HDWR tables. Despite their comedic mishaps, the table remains unscathed, showcasing HDWR's unmatched water resistance, earning the title ‘Paani ka Dushman.’

Speaking on the latest campaign,  Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi said, "After the hilarious and hugely popular Greenpanel IPL film last year, the pressure was back on to do another winner. We had Greenpanel toss us a product (Greenpanel Water resistant HDWR) that started off an explosion of fun ideas. But finally, we honed in on a film-in-film technique that uses Delhi Capital players to do what they’re best at - bloopers!”.

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Arvind Joshi – VP & Head Marketing, Greenpanel added, “In collaboration with L&K Saatchi & Saatchi, our creative partners, we've unveiled a fresh perspective on Greenpanel's dedication to quality in our newest TVC. Showcasing the unique attributes of our water-resistant HDWR boards through a behind-the-scenes approach, we're reinforcing Greenpanel's industry leadership and furthering our evolving brand story.” 

The TVC will be aired on over 20 television channels and streamed on OTT platforms, ensuring widespread visibility across both traditional and digital platforms. 

Greenpanel launches IPL campaign crafted by L&K Saatchi & Saatchi

Farmley, a snacking brand, has launched its latest social media campaign called ‘We Don't Have An IPL Campaign’. Instead of diving into the mania of IPL promotions, Farmley's social media feeds have become the go-to destination for hilarious takes on the ongoing cricket action. 

Going beyond the predictable, Farmley has opted for a subtle approach with "We don't have an IPL campaign" which is all about taking a break from commercials and  focusing on the nail-biting matches that IPL is actually meant for. Set in the background of desi heartland, Farmley's posts have been a rollercoaster ride of humour and wit that have tapped into the pulse of netizens by embracing meme culture. Moreover, via influencer collaborations, the brand is taking a 360-degree spin on the IPL campaign.

Simran, Senior Manager - Social Media & Content shared her excitement, saying, "With our 'We don't have an IPL campaign’, we've tried to break the clutter and also bring a whole new level of relatability to the saturated market of regular IPL campaigns. It's been an absolute blast seeing fans engage with our content and share the laughter far and wide."

 

 

Farmley launches ‘We Don't Have An IPL Campaign'

On April 24, Sachin Tendulkar, known as the ‘God of Indian Cricket’ celebrates his 51st birthday. Tendulkar has been the face of not just Indian cricket but the face of many Indian brands as well. His success globally in the sport instantly made him a brand favourite and a personality that all Indians today, look up to. 

Some of the biggest brands in the company have associated themselves with Tendulkar to target the large audience of the cricket loving nation. 

Let's take a look at the top brand endorsements in Sachin Tendulkar’s portfolio that have catapulted his brand value, making him a sought after personality even after retirement. 

BMW: Luxury and Performance with Sachin Tendulkar

BMW and Sachin Tendulkar's partnership was one that worked very well for the brand. Tendulkar’s status as a cricket icon and a car enthusiast, known to love and drive BMW vehicles made him the perfect ambassador to leverage the widespread appeal of cricket in India.

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Unacademy: Inspiring Education with Sachin Tendulkar

Back when Unacademy was the official partner of the Indian Premier League (IPL), the brand utilized Tendulkar’s influence to offer interactive classes, aiming to educate and inspire the youth of India.

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Castrol India: Fuelling Passion for Motorsports with Sachin

Castrol India found an ideal ambassador in Sachin Tendulkar to showcase its commitment to excellence in motorsports. Tendulkar’s well-known passion for motorsports mirrored Castrol's values, making him the perfect choice to represent the brand.

Boost: A 25-Year Partnership of Energy and Excellence

Boost and Sachin Tendulkar shared a remarkable 25-year partnership, becoming synonymous with each other in the minds of fans and consumers. The iconic tagline, "Boost is the secret of our energy," resonated deeply, firmly establishing Boost as the go-to choice for drinks in India. Tendulkar’s association with the brand played a pivotal role in its success. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/Wm10rbGa_eU?si=IrJjkXamVtB3vvHU" 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>

Airtel: Connecting Lives with Sachin Tendulkar

Tendulkar was the face of Airtel's "Express Yourself" campaign. This collaboration aimed to seamlessly integrate mobile communication into everyday life. His ability to reach a large audience worked well in favour for the brand. 






Sachin Tendulkar turns 51: A look at his brand endorsements

With the introduction of the first sunset view rating system for luxury hotel rooms, Corona India makes sure you get the sunset you were promised, stated the company. Now being piloted at a selection of luxury hotels including the CGH Brunton Boatyard, Niraamaya Surya Samudra and Brij Laxman Sagar located in Kochi, Kovalam and Pali respectively.

 
Conceptualised in partnership with Digitas India, part of Publicis Groupe India, the campaign enables luxury travellers to check out the sunset rating of iconic hotels across the country on CRED Escapes, a luxury travel platform for India’s one percent. 

 
With nearly 90 percent of people in cities spending their time indoors, sun tourism has been on the rise. Recognising this trend, Corona India set out to create a a sunset visual quality rating system akin to a Michelin Star for restaurants, highlighted the company. 

 
Developed by an interdisciplinary team of atmospheric scientists and big data analysts, the rating system utilizes 43 years of historical atmospheric data from ECMWF and NASA to establish a new benchmark in sunset quality. The prediction model analyses various parameters such as location, wind speed, AQI and cloud cover to score the sunset quality from a hotel room on a 5-point scale.

 
“We all believe in taking a moment from our busy everyday lives to enjoy the beauty of sunsets. If a hotel room can guarantee impeccable service and a host of amenities, why can’t it promise a great sunset view? With The Corona Sunset View, we aim to forever reimagine how people experience sunsets - relaxing and unwinding with their friends and enjoying a cold Corona served with a lime,” said Vineet Sharma, vice president marketing & trade marketing, AB InBev India.  

 
“We’ve all been to that one hotel where everything is perfect, and yet been disappointed with the sunset view after spending a considerable amount of time and money planning a holiday. The Corona Sunset View combines unique scientific data and predictive modelling to solve a real-world problem, ensuring that sunset seekers can enjoy their moments with certainty, and making Corona the reference point for the world’s most beautiful sunsets,” said Abraham Varughese, chief creative officer, Digitas India.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/visa-launches-pay-safe-everyday-with-visa-campaign-with-vicky-kaushal-29599.htm">Visa launches ‘Pay Safe Everyday with Visa’ campaign with Vicky Kaushal</a> 
 


Corona introduces sunset view rating for hotels in new campaign

Remember when a few days ago, Shahid Kapoor’s extravagant travel itinerary was leaked on social media? It got everyone wondering about who the mystery friend was who had sponsored all of his bookings. 

Well, in a moment marketing stunt, the answer has been revealed by Kapoor himself. He took to Instagram to reveal that the friend was no actor or influencer but in fact, SBI card miles. 

A great marketing tactic by SBI to partner with Kapoor and leverage all the virality that was created on social media. 

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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; 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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/C6HEHstNyAw/?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 Shahid Kapoor (@shahidkapoor)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Kapoor revealed that spending via the card helped him get flight miles and hotel loyalty points. 

We’ve usually seen moment marketing in the form of social media static posts or OOH campaigns. An all out advert is a fresh take that has landed well. 

Was the whole thing an SBI plan or was it just good spotting of trends? Guess we’ll never really know. 

Shahid Kapoor reveals the mystery friend behind his travel itinerary

The Advertising Agencies Association of India (AAAI) and The Advertising Club announced the theme for Goafest 2024 - ‘The Age of Adaptability’. This premier event, scheduled to take place from May 29-31 at Westin Powai, Mumbai, aims to highlight the resilience and innovative spirit of the advertising and marketing industries in an era defined by rapid change.

 
As industries continue to face unprecedented shifts influenced by technology, consumer behavior, and global economic factors, ‘The Age of Adaptability’ will serve as a platform to showcase and discuss how embracing change is crucial for success.

 

"The theme for Goafest 2024, 'The Age Of Adaptability', was chosen to reflect the current ethos of our industry. Adaptability is at the core of what we do - from adjusting to new media platforms to adopting innovative marketing strategies," said Jaideep Gandhi, chairperson of the Goafest Organising Committee. "This festival will not only celebrate creativity but also the ability to pivot and thrive amidst challenges."

 

“This year, at Goafest 2024, our central theme 'The Age of Adaptability' has a chameleon as a mascot. The chameleon is a creature known for its remarkable adaptive prowess. Like the chameleon, which adjusts its colors to match its environment, our industry too must continuously evolve its strategies and creative approaches to thrive in changing landscapes. This year’s festival will celebrate and cultivate the chameleon-like ability to adapt swiftly and effectively, ensuring our practices remain on the cutting-edge of creativity and relevance. The Age Of Adaptability concept has been created and designed by the young and very talented team at Abnormal Design Studios." Rohit Ohri, chairperson Goafest Content Committee.
 

This year's festival will feature a series of keynotes, panel discussions, and workshops led by international thought leaders and innovators. 


Goafest 2024 will continue to host Abby Awards and is expected to draw participants from all corners of India and beyond.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/goafest-2024-to-happen-in-mumbai-due-to-lok-sabha-polls-ad-fest-to-take-place-on-30-31-may-28975.htm">Goafest 2024 to happen in Mumbai due to Lok Sabha polls; Ad fest to take place on 30-31 May</a> 

Goafest 2024 unveils the festival theme  'The Age of Adaptability'

On digital, ad impressions for Auto Sector increased by almost five times during 2023 over 2019. October 2023 had the highest share of ad impressions of
16.1 percent on digital for Auto Sector, as per TAM. 

The top 10 advertisers from Auto Sector together added 71 percent share of ad impressions with Kia Motors Corporation leading the list in 2023. Programmatic topped with 76 percent share of transaction method for Auto Sector in 2023.

Advertising on Digital medium for Auto Sector witnessed massive growth of almost three times in 2022 and 5 Times in 2023 compared to 2019. Ad impressions increased by 43 percent during 2021 over 2019. Compared to 2022, there was significant increase in ad impressions of Auto Sector by 62 percent in 2023.
Ad impressions during Q'3 and Q’4 of 2023 observed growth of 35 percent and 48 percent respectively compared to Q’1 of 2023. Whereas, Q’2 reflected a decline in ad impressions by 25 percent compared to Q’1.

While analyzing monthly share of digital ad impressions, October 2023 reflected the highest share of 16.1 percent and April 2023 had the lowest share of 5 percent.

In Categories, Cars secured 1st position with 55 percent share of ad impressions followed by Two Wheelers with 26 percent share in 2023. Tractors ascended to 8th position in 2023 compared to its 12th position in 2022. Top 5 Categories from Auto Sector together covered 93 percent share of ad impressions.
Among Advertisers, Kia Motors Corporation made headway to 1st position in 2023 with 14 percent share of ad impressions over its 12th position in 2022. Also, there were 5 new entrants in the top advertisers list during 2023.

Among the top 10 brands, Honda Elevate was the only exclusive brand present from Auto Sector on Digital during 2023 over 2022. Apart from Honda Elevate, rest of the 9 brands were new entrants compared to 2022. On Digital, the top 10 brands from Auto Sector added 37 percent share of ad impressions.

Programmatic transaction method topped with 76 percent share of Impressions for Digital advertising of Auto sector in 2023. Programmatic and Programmatic/Ad Network transaction methods together added 87 percent share of sector ad impressions. 




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