Today’s Media, Marketing and Advertising professionals are a stark contrast of what they were even just a decade ago. Instead of just doing what their mandate is they have their hands in many pots in order to focus on connecting with customers to build an incredible experience as nothing less than phenomenal will work today. With ever altering demands their role is constantly expanding to all areas of a brand. Truth be told, all these professionals are donning multiple robes of responsibility at various occasions.
2020 is going to be a challenging year for all of them and they must transform into changing agents to drive their company’s transformation in the new era.
MediAvataar India would like to give ode to these professionals who have strategically put customers in the centre of their decision making, gaining the necessary influence and shifting the trajectory of their company by changing the tone of their campaigns to suit the modern times. They are not afraid of change and have continually steered the industry in the right direction.
In no particular order or preference, we have got them together here for you to take notice of all the disruptive game changers of the past decade and who surely will take the game forward in so many ways, making India a force to be reckoned with.
According to Google official, ‘90% New Internet Users in India Consume Content in Regional Languages’ With increasing internet penetration and India being the most internet consumption heavy country with over 530 million users, it is giving content platforms to bag this opportunity and follow the ‘vernacular’ fashion as the most trending topic in the industry.
From writing to video/audio content, here are the fastest growing regional content startups of 2019.
TikTok is a social media video app for creating and sharing short lip-sync, comedy, and talent videos. It is arguably India’s fastest-growing and most-downloaded app today, with 200 million users in Tier I, II, and III and even the deepest pockets of India to share their passion and creative expression. Available in 10 Indian languages, Tiktok added 88.6 million users in the country early this year. By connecting and empowering digital Indians through content, Tiktok looks forward to making a positive contribution to the country’s thriving creative economy.
Momspresso.com is the largest user-generated content sharing platform that offers support to women across the country, not just in their journeys as parents but also in their lives. Launched in 2010, based out of Gurgaon, Haryana, it is a platform that attracts 12000 bloggers and 4000 video creators, and sees 83Mn monthly page views for its blogs whereas 163Mn monthly video views in 10 different languages including English, Hindi, Gujarati, Bengali, Marathi, Malayalam, Telugu, Tamil, Punjabi, and Kannada. Momspresso eyes 35 crores of revenue for the year 2019-2020; and closed the year 2018-2019 at 16 crores. Over 100 brands (Dettol, Dove, Nestle, etc.) have engaged with Momspresso.com in the last 12 months to connect with women and are actively spending on regional content to tap vernacular users. Earlier this year, it also launched India’s first digital vernacular agency, Mompresso Bharat.
Launched in the year 2015, Hubhopper is India's largest podcast and audio-on-demand platform at present. With over 1 million hours of content spread across 12 vernacular languages, Hubhopper is present across 15 million touchpoints. It has managed to change the way people consume audio content in India. Hubhopper has launched ‘Hubhopper Studio’ an online studio that enables the potential content creators to launch their very own podcast in 3 simple steps: Record, Launch, and Distribute. It provides independent and small-town podcasters with all the assistance and their podcasts get featured on Hubhopper under ‘Hubhopper Original Program’, which has been a hit amongst both urban and rural listeners and aims to on-board 5000 podcasters in the next 1 year. Hubhopper envisions to grow parallel with the audio streaming industry and keep making the process of content consumption and creation simpler and more beneficial while emerging as one of the best content-disseminating platforms.
Vokal, a knowledge-sharing platform for Hindi users recently added 10 regional languages (Telugu, Kannada, Bengali, Tamil, Malayalam, Gujarati, Marathi, Punjabi, Oriya, and Assamese) on its platform allowing sharing of information and get answers to queries. Trying to bridge the information and knowledge gap among the non-English internet users by enabling peer-to-peer knowledge sharing, the platform sees a huge scope for such a service in regional languages. Vokal has more than 2 million monthly active users and it is aiming to take the same to 15-20 million by the end of 2019.
Similar to Facebook and Twitter, ShareChat enables users to post and share videos, songs, images, and other content, as well as discover content that is topical and trending. Launched in January 2015, it offers the content consumption and sharing platform only in Indian vernacular languages. ShareChat now boasts of 60 million monthly active users and aims to double its MAU by December 2020, it is home to 15 Indic languages. It aims to strengthen its presence in Tier-II cities.
Fondly referred to as the Video Pinterest for India powered by user-generated original content, Trell is a community-based platform enabling lifestyle discovery through meaningful content in various Indian languages. Trell bridges the gap between users looking for meaningful content around lifestyle inspirations and content creators or aspiring influencers who wish to create vlogs of their interests and lifestyle stories via videos and photos.
Trell has a highly engaging community of 1 Million Monthly Active Users on the mobile app who did 80 Million Content Views last month [Cumulative: 190 Million Views]. Trell App has been downloaded more than 3 Million times historically with 1.6 Million original and meaningful content pieces around lifestyle to date. All content creators are acquired organically by virtue of various viral loops and growing community on the platform. Trell aims to be the biggest lifestyle community-content-commerce platform of India by 2020.
1) User generated content
Growing use of social media platforms has led to the creation of bloggers and influencers – and they exercise great control over consumer’s purchasing behaviour. Before any purchase, most consumers will read reviews, watch comparative videos, and refer to their trusted online personalities for advice. User generated content is the modern-day word of mouth, where reviews of your product or brand is the selling factor in the market. An example of this in Indian context is the growth of online make up platform, Nykaa that gained a million followers primarily from user generated content. Most of these were authentic users and the platform would receive heavy traffic and feedback on the live streams by experts. Marketers have come to realize that users drive more users. Focusing on improving and personalizing user experience with online or mobile platforms and taking their feedback will lead them to get more and authentic users.
2) Reducing consumer attention spans
With each passing year, more and more devices and applications are released having different content, creating and solving problems we didn’t even know existed. An average consumer lives in a heavily saturated media universe where attention is divided, and time span is less. Cognition researches in 2019 have revealed that a mobile ad is seen and decided upon by a viewer in the span of half a second, leaving marketers with just that much time to make a positive, lasting impact on their target audience. These researches have also pointed out key elements that help marketers in achieving this almost impossible feat. For example, the use of colours to generate certain emotions, or strategic placement of elements in the advertisement to draw attention. As the number of ‘distractions’ have grown on a user’s mobile screen, it has become increasingly difficult for marketers to grab and hold their attention, and marketers are exploring unique ways to do so.
3) Content is the key to personalization
In this mobile-driven era, content production for the ‘masses’ doesn’t work as well as it used to, and users look for personalized experiences. With every brand or application they interact with on their screens, users see or interact with the various campaigns launched by brands. Since the attention span of a consumer is so short, content plays a great role in grabbing and holding the attention of a consumer; simply put, the consumer must feel something when they come across a static image or a video. Market research has shown that the content of any advertising campaign, in terms of visuals, colour compositions, storyline, etc. create an emotional impact on the viewer, which could be positive or negative, but this impact is what marketers must aim at achieving with any campaign. Personalization is not only about a seamless user experience, but also what the user experiences on a deeper level. The impact of a campaign will be what a user will associate the brand with, which will lead to customer brand loyalty in the long-term, and successful campaigns in the short.
4) Video leaves a greater impact
With emphasis given to content for personalized impact, it is easier to create emotional impact with motion rather than static images. A video, where content is not restricted to what is on screen for one frame, but expands to music, motion graphics, sound, etc., is more successful in grabbing the attention of a person scrolling through their feeds. It has also been seen that ads that auto play on a social media feed are more likely to be watched over more. A picture is still worth a thousand words, but it is easier to leave a lasting emotional impact through videos. Consumers find it easier to relate to a video more than a static image, and will usually watch it entirely regardless of the time length, once it has managed to grab attention successfully in the first second – which further helps to cement in personal impact or connection that the brand is aiming to establish with their viewer.
5) Brand Safety gaining traction
While brands and marketers can brainstorm and innovate new ways to reach new audiences, all their efforts would amount to nothing if their ads don’t reach the right audience the right place and at the right time. Even though digitization and technology has enabled brands and given them multiple methods to be able to be exactly where their target audience is at any given time, the era and practice of programmatic buying has eradicated transparency and authenticity in the measurement of digital marketing campaigns. It is not uncommon that marketers have minimal knowledge of the originality or authenticity of their click through rates, page or ad views, app downloads, etc. for digital ad campaigns. This is due to the sheer lack of transparency in the industry between brands and vendors. Industry researches have shown that Indian marketers on average spend more than the Asiatic region on ad fraud, and India in 2018 accounted for 8.7% of global ad fraud expenditure as well, which has finally led to them giving ad fraud the emphasis it needs.
Authored by Moneka Khurana, Country Head, MMA India
WPP has announced that it will create a Campus in the historic Marquette Building in downtown Detroit. The new co-location will allow WPP’s agencies to benefit from and contribute to the transformation underway in the city.
The Detroit Campus will accommodate up to 1,000 of WPP’s people, bringing together its agencies in the city including GTB, VMLY&R, Burrows, Hudson Rouge, Iconmobile, Xaxis and Zubi. They will work with WPP’s largest client, Ford Motor Company, as well as other clients. WPP’s Campus will be near Ford’s own planned campus in the Corktown district of Detroit. WPP will also retain a presence in Dearborn, MI, when the Detroit Campus opens in late 2020.
WPP is leasing 150,000 square feet, encompassing nine floors, in the refurbished Marquette Building. The building, located at 243 West Congress Street, was built in 1905 and named after Jacques Marquette, the French explorer who led an expedition to map the Mississippi River in 1673. The listed building, which was saved from demolition in 1979 and restored in 1982, is directly across from the TCF Center (formerly Cobo Hall & Center), in the heart of thriving downtown Detroit.
Mark Read, CEO of WPP, said: “We are pleased that this project will be part of the ongoing economic and cultural revitalization of the city of Detroit. As a company driven by creativity and technology, we employ people in a broad range of communications services, such as advertising and media, public relations, data investment management and customer experience. As the renewal of Detroit accelerates, we hope to become a destination for creative thinkers and innovators, contributing to job growth and diversification in the market while advancing the goals of our clients.”
WPP-owned BDG architecture + design will design the interior office space. The Detroit project will target a “Gold” LEED rating.
When operational, the Detroit Campus will be WPP’s tenth in North America and the fifth to be unveiled in the last two years, reflecting WPP’s commitment to invest in its largest market. By 2023, there will be 85,000 people in 40 campus locations worldwide. This year, in addition to Detroit, WPP has opened or announced co-locations in Düsseldorf, Paris, Amsterdam, Manchester (UK), Mumbai, Gurugram, San Francisco and, most recently, Madrid.
"Branding is what people say about you when you're not in the room." Jeff Bezos, Founder, CEO, and President, Amazon Inc.
Indeed, branding is the art and science of creating the loyalists, who will not only swear by the brand but will take its narrative forward. The first step to create the pool of such loyalists is to establish a brand identity. An identity that is unmissable, unambiguous and has immediate connect with the audience. Here are the four steps on the journey to create a brand identity: -
1. Identify your target audience and your space in the market
The first step is to figure out where do your stand in the market, and what is the consumer’s response to what you have on offer. Once you have collected insights about this, repeat the same exercise from competition’s point of view. Understand their messaging, product offerings, marketing touchpoints and business initiatives. This will help you define how you would want to distinguish your brand while staying true to who you are.
2. Define your brand purpose and relevance
Every brand cannot cater to the needs of every individual. Hence, find what your company is most passionate about? Why does it even exist? What causes do you stand for? In short, what is your brand story?
This brand purpose and story drives any and all things that the company does. Every action that the business takes should reflect this purpose and be part of a uniform story.
To further break down the brand purpose, you can look at these below elements: -
o Brand essence – What defines your brand
o Vision –Why does your brand exist?
o Mission –How do you plan to bring your vision to life?
o Values –What keeps you chasing your vision?
o Brand voice – If the brand were to be a person, what would he sound like? How would it communicate to his friends and family?
3. Choose a business name
Like every human being, a brand also needs a name. Everything is in name- until you are a Mastercard or a Starbucks who can afford to completely leave out their name in their brand identity and yet have loyalists. The brand name should define who you are- Read- your first identifier.
Here are some quick ways to find a brand name:
• Make up a word – Microsoft
• Use an unrelated word – Visa (nothing to do with foreign travel); Pears (nothing to do with the fruit)
• Describe it literally –The Body Shop (tells what you can expect to buy at the store)
• Bring two words together- Facebook (Face + Book)
• Use acronym –IIT (Indian Institute of Technology)
• Choose a place –Amazon (the largest river in the world by volume of water)
• Alter an existing word- Flickr (removed the letter ‘e’)
• Your own name– Chanel (named after the founder Coco Chanel)
4. Add a tagline
It’s a great opportunity to put brand’s mission, vision, and story into less than 5 words. Yes, you have to write a short, quirky, and effective tagline that connects with all the target audience and gets imprinted into their memory. Also, taglines are not forever. As your brand narrative evolves, the tagline can take interesting twists, turns, and perhaps new births. Or perhaps, stick to the same line forever if it works!
Here are a few approaches:
• Use a metaphor — Amul (The taste of India)
• Make a claim — Gillette (The best a man can get)
• Give a life tip—Apple – “Think Different”
• Strike an emotional chord- De Beers (Diamonds are forever)
Once the brand identity is ready, it is important to test it in the market and gauze the audience response. After all, the brand exists for them. Another key is to keep the brand identity fluid so that it stays relevant. Brands that have endured the market changes over decades have gone through several changes to their identity. Consider the changes that Microsoft, Intel, or IBM’s tagline have seen. Thus, marketers should also be keen to grab the market pulse go keep the brand going.
Written by Hiren Panchal, Co-Founder Litmus Branding.Hiren has a strong, multi-faced experience of 22 years in branding, advertising and project management.