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MediAvataar's News Desk

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2-day event saw industry experts from marketing, technology and media share their thoughts on what brands should be doing RIGHT NOW in 2019 and beyond

Delhi, 15th March, 2019: After two days full of insights, knowledge and networking, the 2019 edition of ad:tech New Delhi concluded today at Leela Ambience, Gurgram. The event saw digital enthusiasts, marketers, entrepreneurs, and agencies attending in large numbers.

The two-day event was filled with various sessions on myriad topics including how marketing in India has yet to explore untapped markets for exponential growth; how agency models can be under threat; how to build and market products& strategies for the GenZ; the role of content in the digital age; death of mobile engagement and several others. The various workshops also helped the audience to understand how to be future ready in advertising.

Some of the notable speakers who were part of the event include David Freeman, Executive Vice President, Star India, Tushar Vyas, President Group M South Asia, Lalit Bhagia, CEO, Dentsu Aegis Network, Anupriya Acharya CEO, Publicis Media, Bhupendra Chaubey, Executive Editor, Network 18, Babita Baruah, Managing Partner, GTB, Kunal Shah, Founder Freecharge and CRED, Cyrus Broacha, Kubbra Sait, among others.

Commenting on the admirable showcase by players across segments, Jaswant Singh, Country MD at Comexposium India said, “The response to the 9th edition of ad:tech has been phenomenal. This edition of ad:tech focuses on the growth imperatives for winning the future. The Indian market remains the brightest spot in the world today and is the fastest growing economy. ad:tech has provided a platform for businesses across marketing, technology and media to connect and network and share trends and insights that is shaping the mar-tech ecosystem.”

Day one kicked off with a keynote session by David Freeman, Executive Vice President, Star India on how the future of digital marketing is ruled by emotions. While sharing some techniques for developing hard-hitting digital campaigns, he said “The best types of stories are the ones where you make the other person’s life better which can be done through emotions.”

During an exciting session on whether the agency models are under threat, Neena Dasgupta, CEO and Director, Zirca said, “Agency models are not under threat. If anything, this model has the opportunity to evolve.” Adding further to it, Lalit Bhagia, CEO, Dentsu Aegis opined, “The kind of diverse talent present in an agency is seldom found in-house. Agencies know the craft of their function better than anybody else.”

Building for GenZ session saw some really stirring comments from the panelists. Nikhil Rastogi, Director & Head – Marketing & Digital Sales, CITI said, “Keeping things simple and transparent does the trick with GenZ. Banks and financial institutes are trying to re-wire and re-tune to be transparent and user-friendly in order to help the GenZ save, grow and invest.”

Vishwas Mudgal, Author of ‘Age of Kalki’ and CEO of GoodWork Labs concluded the day with an interesting session on how brands can use identities of superheroes to create powerful marketing ideas.

Day-two started off with a stimulating session by Kunal Shah, Founder Freecharge and CRED on how new age internet companies grow exponentially without ads, he said, “If you look at the human history, the newer generation has always been smarter than older one but we are not ready to accept it.” While talking about on the need for creating content which worth sharing, he said, “If you create something which is not worth sharing, people won’t share it.”

Said Prof. Rishikesha Krishnan, part of Justice Shri Krishna Committee, on the need for data protection laws, “We want people to have control of their data. Consent will be a lawful basis of processing and it should be free.”

Vikram Tanna, VP, Head of Advertising Sales and Business Head of Regional Clusters, Discovery during his session on how superfans will drive total video consumption said, “It is very important to talk audience in their native language.” He believes that consumers are more than demographics and that we need to look at passionate communities. “If content is the king, gone are the days of demographic targeting. Passionate consumers are the advocates that help a brand grow.”

Day 2 ended with a session by Rajesh Sawhney, CEO and Founder Innerchef talking about the rise of challenger brands in India during which he said, “In the last 10 years, the evolution of ecommerce platforms have led to digital explosion.”

Ad:tech 2019 saw a participation of around 5500 delegates and exhibitors including Google, Olx, TikTok, Voot, Taboola, Way2news, Times Internet, among others.

The new Kantar AdReaction report delves into gender targeting and portrayal in advertising

• Marketers in India are missing potential opportunities to reach out to men in the categories where both genders are equal decision makers

• 58% ads on air target women exclusively, and only 35% are targeted towards both genders

Marketers are reinforcing rather than helping to eradicate harmful gender-based stereotypes. That’s according to the latest AdReaction report released by Kantar, which reveals the disconnect between consumer and business opinions of gender portrayals in advertising. While the clear majority of marketers globally (more than 75%) think they are avoiding gender stereotypes,76% of female consumers and 71 % of male consumers believe that the way they’re portrayed in advertising is completely out of touch.

The latest AdReaction report from Kantarincludes analysis on advertising creativity and media effectiveness both globally and in India. The latest edition is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to marketing. The report aims to guide marketers on their gender progress journey and help brands grow, by Getting Gender Right.

Commenting on the study findings, Vishikh Talwar- Managing Director- Kantar Millward Brown, South Asia, said: “Gender is a sensitive topic- one that society is currently renegotiating across social, cultural, political and commercial spheres.The India leg of the survey comes at a very pertinent time as the subjectof gender portrayal has gained immense importance both globally and closer to home. The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either/ or decision and we need to challenge these outdatedassumptions. From a portrayals perspective, more emphases need to be made towards aspirational and authoritative roles. The industry as a whole needs to be more aware than ever that things need to change”

Key Highlights:

1. Globally, gender-balanced brands drive greater brand value while brands that skew towards men tend to underperform and are valued on average US$9bn less.Only one in three brands achieve this balance in India.

2. Getting the gender placement right is important, especially from a digital and static perspective because it can be used as a targeting and optimization variable in these channels.

3. In the wake of the #MeToo movement, the industry globally claims they are actively designing for bothgenders and representing them in a progressive context. But less female marketers are convinced with the way they’re portraying men in the advertisements.

4. Good ads work well with both genders. New information has the highest receptivity in India, more than 50% men and women become more positive towards the ads that have new information. This is closely followed by humour which has a critical role to play in improving the ad receptivity with both genders.

5. Breaking stereotypes helps. Female players in sports ads are loved by women audiences and it also surprisesmen; generating increased engagement.

Day 1 saw industry experts from marketing, technology and media share their thoughts on what brands should be doing RIGHT NOW in 2019 and beyond

The 2019 edition of ad:tech New Delhi kicked-off today with digital enthusiasts, marketers, entrepreneurs, and agencies attending the event in large numbers at Leela Ambience, Gurgram.

Day one kicked off with a keynote session by David Freeman, Executive Vice President, Star India on how the future of digital marketing is ruled by emotions. While sharing some techniques for developing hard-hitting digital campaigns, he said “The best types of stories are the ones where you make the other person’s life better which can be done through emotions.”

The day was filled with various sessions on myriad topics including how marketing in India has yet to explore untapped markets for exponential growth; how agency models can be under threat; how to build and market products& strategies for the GenZ; the role of content in the digital age; death of mobile engagement and several others. The various workshops also helped the audience to understand how to be future ready in advertising.

Commenting on the admirable showcase by players across segments, Jaswant Singh, Country MD at Comexposium India said, “The response to the 9th edition of ad:tech has been phenomenal. This edition of ad:tech focuses on the growth imperatives for winning the future. The Indian market remains the brightest spot in the world today and is the fastest growing economy. ad:tech has provided a platform for businesess across marketing, technology and media to connect and network and share trends and insights that is shaping the mar-tech ecosystem.”

During an exciting session on whether the agency models are under threat, Neena Dasgupta, CEO and Director, Zirca said, “Agency models are not under threat. If anything, this model has the opportunity to evolve.” Adding further to it, Lalit Bhagia, CEO, Dentsu Aegis opined, “The kind of diverse talent present in an agency is seldom found in-house. Agencies know the craft of their function better than anybody else.”

Building for GenZ session saw some really stirring comments from the panelists. Nikhil Rastogi, Director & Head – Marketing & Digital Sales said, “Keeping things simple and transparent does the trick with GenZ. Banks and financial institutes are trying to re-wire and re-tune to be transparent and user-friendly in order to help the GenZ save, grow and invest.”

A session on rise of Women on the Internet which had speakers like Babita Baruah, Managing Partner, GTB, Sumeet Sigh, Chief Marketing Officer, infoedge, Archana Aggarwal, VP- Media, Airtel, Kubbra Sait, Actor and Abhigyan Sekhar, Head- Sales, Voot saw a stirring conversation on what will it take to get women to consume more and more content digitally. Archana Aggarwal, VP- Media, Airtel said, “The question to ask is what are women doing online and how often are they online for brands to leverage that.” Babita Baruah, Managing Partner at GTB said, “Digital allows you to create a platform where women can consume content and get empowered to do what they want to do.”

Vishwas Mudgal, Author of ‘Age of Kalki’ and CEO of GoodWork Labs concluded the day with a stimulating session on how brands can use identities of superheroes to create powerful marketing ideas.

Friday, 15 March 2019 00:00

TLC ties-up with Lotus Makeup

To bring special programming ‘Lotus Make up Style Sutras’

TLC, India’s go to lifestyle channel, has tied-up with Lotus Makeup, a leading brand in natural cosmetics category, to produce special programming series titled ‘Lotus Make up Style Sutras’’. As a part of the same, TLC will create multiple short form style chapters, each focussing on a specific aspect of the paring of Lotus Makeup with India Fashion Week.

“We are delighted to partner with Lotus Makeup to highlight emerging trends with specially curated programming produced to attract attention of keen and discerning consumers of fashion and makeup across the country,” said, Vikram Tanna, Head of Advertising Sales and Business Head of Regional Clusters, Discovery Communications India. “We will continue to innovate and create interesting ways of delivering value to our partners.”

Nitin Passi, Joint Managing Director, Lotus Herbals Pvt Ltd, said, “‘Lotus Make up Style Sutras is an innovative and impactful way of presenting the effervescent pairing of Lotus Makeup with creations of varied designers at the India Fashion Week. We will explore the latest makeup trends, bridal styles for 2019, talented young turks be it models, designers, stylists etc, and Bollywood glamour on the ramp as a part of this series.”

Friday, 15 March 2019 00:00

Colgate unveils the New Colgate Total

Colgate has re-launched its multi-benefit toothpaste Colgate Total with a new proprietary DZA formula that provides superior protection not just to the teeth, but to the whole mouth. The New Colgate Total helps fight germs on teeth, tongue, cheeks, and gums for up to 12 hours, thereby offering a complete oral care protection.

To spread awareness for the new relaunched product, the overall campaign theme is that of an 'Upgrade' since consumers today upgrade every aspect of their life when there is a better solution available, however when it comes to oral health they are still thinking only of teeth. The new Colgate Total, therefore, encourages one to 'Upgrade to Whole Mouth Health'

Taking from the campaign theme of oral care 'Upgrade to Whole Mouth Health’, the brand is set to launch a fun addition in the form of a parody with the objective of making oral care related conversations more enjoyable and engaging conversation for the consumers. For this, Colgate has got on board some of the most relevant yet fun opinion leaders like The Singing Dentist - a UK-based dentist named Milad Shadrooh known for making parodies of popular songs to make dentistry fun, celebrity trainer Yasmin Karachiwala, actor and stand-up comic Manish Paul, and actress Pranita Subhash.

As a part of this campaign, The Singing Dentist has for the first time attempted a famous Bollywood number in his quintessential, witty parody style to underline the need for ‘whole mouth health’, which Colgate Total guarantees.

 

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