04 April 2020 22:51


Post by MediAvataar's News Desk
- Feb 28, 2020
Six global streamers split digital demand Netflix kept four of the top 10 digital content slots in Australia for the week of 12-18 February. But the competition among global streamers in the market is making itself felt, with Disney+’s The Mandalorian in top spot ...
MediAvataar's News Desk

MediAvataar's News Desk

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India's leading digital payments and financial services platform Paytm, the brand owned by One97 Communications, announced the appointment of Premanshu Singh as Senior Vice President.

He will have a business role in financial services vertical within Paytm. Premanshu would report to Amit Nayyar, President- Paytm.

Amit Nayyar, President- Paytm said, “We are excited to welcome Premanshu who brings a wide range of experience in traditional industries as well in the digital ecosystem. As we deepen our presence in various segments of financial services, we continue to expand our leadership team to focus on multiple opportunities and possibilities that our Paytm ecosystem offers.”

Premanshu Singh, Senior Vice President said, "I am excited to be a part of a great entrepreneurial ecosystem. As India aspires to be a $5 trillion economy, building the next set of products and services for the end-user is going to be our focus."

Premanshu comes with over 17 years of experience with some of the top FMCG companies including ITC, Johnson & Johnson as well as leading internet and digital commerce companies. Prior to joining One97 Communications, Premanshu was the CEO of Coverfox for about three years. He has also served as Head of Marketing at Practo and head of Emerging Business, Sales Strategy and International at Shaadi.com. The nuances he brought into these businesses have helped these companies grow and expand. He founded an e-commerce venture a2zbaby as well. He has an MBA from the Indian Institute of Management Ahmedabad and has done Executive Program from INSEAD.

Andhra Pradesh and Orissa first to get a burst of energy this summer

‘Share Energy’, the new campaign by Coca-Cola India’s enhanced hydration beverage- Aquarius Glucocharge, offers a fresh insight into how human beings are gifted with the power to re-energize and support one another. The campaign has been conceptualized by Taproot Dentsu Gurgaon, the creative agency from the house of Dentsu Aegis Network (DAN) India, and beautifully showcases the spirit of acting as a collective and emerging stronger together.

The campaign has been launched in the heartland of Andhra Pradesh and Orissa and comprises film, print, and Out of Home (OOH). The light-on-the-pocket pricing of ₹10 across variants, has made it an affordable enhanced hydration beverage, perfectly suited for everyone working hard, outdoors or indoors.

Speaking about the new campaign, Anoop Manohar, Director- Emerging Categories, Coca-Cola India, said, “Aquarius Glucocharge is an innovative offering from Coca-Cola India, packed with glucose, essential minerals like potassium, sodium and calcium, and fruit juice. It is loved by consumers for its benefits of ‘Rehydrate, Replenish and Recharge’ at an affordable price. Our aim with this campaign is to help consumers understand the value of a collective and realize that we are all gifted with the power to re-energize and support one another in order to emerge as stronger individuals. It is through empathy and kindness and actively supporting each other that we emerge as stronger individuals – together.”

Titus Upputuru, Creative Head, Taproot Dentsu said, “In an age, where we are constantly occupied with recharging the dying batteries of our phones, this film is a reminder that the battery of our bodies needs recharging too. And it is wonderful that we don’t have to look too far to recharge ourselves – we are all gifted with the power to recharge and reenergize ourselves. Just like Aquarius Glucocharge which gives us instant recharge.”

Anand Murty, Strategy Head, Taproot Dentsu said, “Rather than fall prey to stereotypical narratives of heroic action, the opportunity for Aquarius came from the consumers themselves – in the way they recognized their role in supporting one another, lending a hand in times of need, boosting one another and making sure no one needed to walk alone. It was this counter-narrative that helped us situate Aquarius as a brand that cares, supports and re-energizes – so we move forward. Together.”

Agency Credits:

Campaign Elements: TVC, Print, Outdoor, Digital, Cinema

Client: Coca Cola India

Creative Agency: Taproot Dentsu, Gurgaon

Creative Head: Titus Upputuru

Creative Team: Titus Upputuru, Vishnu Das Kunchu

Planning Team: Anand Murty, Ishita Rastogi

Account Management: Payal Dhawan, Aditya Seth, Kritika Arora

Director (of the film): Vijay Prabakran

Executive Producer: Prafull Sharma

Production House: Absolute Films

Aquarius Glucocharge is a product tailor-made for the Indian consumer and its tropical climate. It is an energizing drink with the goodness of glucose, real lemon juice and essential minerals which allows the consumers to work more and achieve more.

Ranked #1: Campaign: It's a Tide Ad | Creative Agency: FP7 McCann Dubai | Media Agency: Hearts & Science New York| Digital/Specialist Agency: MKTG New York | Network: McCann Worldgroup | Holding company: WPP | Brand: McDonald's | Advertiser: Unilever | Country: USA

The WARC Effective 100, an annual ranking of the world's most awarded campaigns and companies for marketing effectiveness, is now published. Providing an independent benchmark for excellence in effectiveness, it is the last of the three WARC Rankings to be released, following the recently announced Creative 100 and Media 100.

The Effective 100 Ranking is compiled by WARC, the international marketing information company, and is produced by combining the results of the industry's most important global and regional award shows for effectiveness throughout 2019. The awards tracked are determined by the WARC Rankings Advisory Board and a worldwide industry survey.

The most effective campaign of 2019 is It's A Tide Ad, by Saatchi & Saatchi New York / Hearts & Science New York / MKTG New York for laundry detergent brand Tide. Tide became the most loved brand of the Super Bowl and grew consumer loyalty in the US by hijacking other popular ads with the message that if there are clean clothes, it's got to be a Tide ad. Within two weeks, sales of Tide products increased by 35% and within a year, sales increased to over $75m.

Andrea Diquez - Chief Executive Officer, Saatchi & Saatchi New York, comments: "We're so incredibly proud that TideAd has ranked #1 for effectiveness. I can only attribute our success to an extraordinary partnership with a very brave client, an amazing and highly diverse agency team and a group of partners that helped us push boundaries and make this idea even bigger than we could have ever imagined.

"TideAd embodies everything we strive to achieve as an agency. It changed the way other brands behave in the Super Bowl, blurred the boundaries between media, entertainment and marketing and engaged the audience in a compelling and unprecedented way. In the end, this is just more great proof that powerful ideas drive business results."

In second place is Oyster Kanji Dictation for Hiroshima Tourism by I&S BBDO Tokyo / BBDO J West Hiroshima. The campaign increased oyster consumption by launching a workbook that educated citizens about the food. In third is National Safety Council's Prescribed to Death, a campaign by Energy BBDO Chicago / PHD Chicago to raise awareness of prescription opioid overdose in the US.

There are three agency rankings in the Effective 100: creative, media and digital/specialist. Ranked #1 creative agency is FP7 McCann Dubai, which climbed 13 places to first place after working on six of the top 100 campaigns. AMV BBDO London is up from 11th place last year to second. CHE Proximity climbs from 9th to third.

Last year's 21st placed media agency, Hearts & Science New York, leaped up to the top spot this year through work with Procter & Gamble and AT&T, also contributing to the #1 campaign, It's A Tide Ad. Two new entrants to the top 50 since last year take second and third place: Mindshare Mumbai and PHD Chicago.

In top position of the digital/specialist agency ranking is Dentsu Aegis Network's MKTG New York, having worked on top placed campaign, It's A Tide Ad. MRM/McCann Shanghai takes second place and Ayzenberg Los Angeles third. All three agencies are in the rankings for the first time.

McCann Worldgroup holds its position at the top of the networks ranking for effectiveness for a second year in a row, significantly ahead on points of BBDO Worldwide in second place. Ogilvy is in third.

Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup, said: "Our mission of helping brands earn a meaningful role in people's lives is not just mantra to us. It's a methodology and approach that helps our teams around the world create amazingly impactful work. This top ranking recognizes that focus, and, of course, the great clients with whom we have the honor of working with every day to drive those results."

The top nine places in the holding companies ranking remain unchanged from last year,with WPP remaining at the top for a second year. Omnicom Group follows in second place and Interpublic Group is in third.

Regularly top of the table, last year's top two brands for effectiveness switched places with McDonald's coming out on top, ahead of Coca-Cola. IKEA is in third. Despite McDonald's having one campaign in the top 100 - The McDelivery Pin - a further 30 other campaigns from around the world earned points for the fast food retailer.

Colin Mitchell - Senior Vice President, Global Marketing, McDonald's, says: "We're honored to be recognized for the effectiveness of our marketing in this prestigious ranking. Effectiveness is what we strive for day in and day out. In an industry often fixated by the short-term, this gives a sense of the long-term value of what our marketers do."

For a third consecutive year, Unilever is the top advertiser in the Effective 100 Rankings by a significant margin over The Coca-Cola Company in 2nd place. Unilever's Lifebuoy is ranked 11th in the brands' table and a further 32 brands collected points contributing to its first place ranking.

USA retains the top spot in the country table, but for the first time since the Effective 100 ranking began in 2014, the UK has dropped from second into third place, with India moving up to take its place. The UAE is the biggest mover in the top 10, rising from 29th last year to 5th this year. 71 different countries registered points.

Lens Web Builder is the industry’s first web-based AR Lens advertisement production tool

Snap Inc. has announced the launch of a breakthrough new product – Lens Web Builder. Snapchat’s Lens Web Builder makes it easy for anyone to build compelling, professional augmented reality (AR) Lenses in minutes, enabling businesses to bring their brands to life in a way that is simple, fast, and free.

As the world’s leading AR platform, Snapchat has seen a surge in AR Lens ads, which have emerged as a great way for brands to drive results and engage with Snapchatters in a meaningful way. Lens Web Builder gives businesses the ability to create affordable AR Lenses content with no 3D design experience, bypassing the need to only work with potentially expensive specialist creators or companies.

As the industry’s first web-based AR Lens ad production tool, Lens Web Builder eliminates the need for a standalone AR app. Users need no design expertise, whether in building AR or lens creation, and Lens Web Builder can be accessed from any common web browser. This allows users to create a new branded lens for Snapchat ad campaigns from scratch in mere minutes, with personalization options including 3D objects, effects, animations, 2D assets such as logos, images, and more.

Any brand keen to focus on agile marketing and looking to produce relevant content and creative can use Lens Web Builder to tap into the potential of trending topics such as holidays and more.

Creative agencies can also explore AR content, using Lens Web Builder to test branded AR concepts within the Snapchat camera.

Brayden Ainzuain, Head of Product Marketing – MENA & APAC at Snap Inc., said: “We’ve seen that AR experiences generate strong engagement amongst Snapchatters, making it all the more important for brands to actively use AR in their advertising and marketing to maximize their campaign effectiveness on Snapchat. Lens Web Builder is the result of Snap’s significant investment in increasing the overall accessibility of AR content and distribution. It offers a great way for partners to test new Lens concepts, or visualize their brands in the context of the Snapchat camera, without needing to budget for professional designers. With this new tool for advertisers, we hope to enable brands to take advantage of the growth in daily consumer AR engagement on Snapchat.”

Facebook announced the creation of the Business Resource Hub to support businesses being affected, whether directly or indirectly, by the recent outbreak of COVID-19.

The Hub features recommendations as well as courses to help businesses and brands stay connected to customers and keep their business on track.
As part of these recommendations, Facebook encouraged businesses to take these five steps to navigate the impacts and effectively maintain their operations:

• Keep yourself safe and informed.

Stay up to date by following credible, official sources such as the World Health Organization (WHO) and your local government health department so you can respond quickly to changes that could affect you or your customers.

• Stay in touch with your customers.

Proactively share important information with your customers using email, your website, Facebook Page, Instagram business profile or however you typically connect.

• Try hosting online events.

In case you need to postpone or cancel any planned events as a result of the outbreak, connect with your customers directly on their phone with an online webinar, or organise live sessions using social channels such as Facebook or Instagram.

• Prepare a customer service plan.

In order to be responsive and transparent with your customers during this challenging moment, prepare for incoming questions and requests.

• Provide a list of frequently asked questions (FAQs).

Prepare a list of responses for questions your customers are likely to ask and provide as much detail and reassurance as possible in your answers.
The Business Resource Hub also includes quick and easy access to credible and accurate information about COVID-19 and other resources to help businesses and the communities they serve, stay informed.

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