MediAvataar's News Desk
As part of a global multi-agency pitch, Zenith has won the media duties of French dairy giant Lactalis.
Zenith now handles the business in 26 countries, which includes India.
Lactalis is a global leader within the dairy industry and is present across all the dairy categories of this market. The Group is the number one cheese manufacturer in the world, and the European leader within the milk consumption, butter and cream markets. It is also a major player in the chilled dairy and dairy ingredients categories, as well as the foodservice industry, and a growing player within clinical and infant nutrition markets.
“We are pleased to have won the business of Lactalis, a renowned global name in dairy products,” says Tanmay Mohanty, Group CEO, Zenith India, “The company shares our values, ambition and drive. Lactalis has a long-term vision for the Indian market; it stands for quality products and we would love to partner with them in building this category and market leadership. Our newly launched ROI+ proposition with advanced communications models and sharper focus on analytics, tech, data and consumer insights will take Lactalis even further in a high growth Indian dairy market. This win adds tempo to a great year where we have won significant businesses and consolidated operations.”
ESL India Premiership will be aired for the first time on Indian TV
DSPORT, a premium sports TV channel launched by Discovery Communications India, has partnered with NODWIN Gaming to showcase the flagship esports tournament in the country - ESL India Premiership. As a part of the partnership, DSPORT will telecast 90 minutes of action everyday starting Wednesday, 19 July, and will continue until December 2017. eSports has revolutionized the concept of sports and recently has been added as a medal event in the 2022 Asian Games.
“We are excited to showcase eSports for the first time on television in India. The 90-minutes of intense gaming broadcast daily on DSPORT, for over 6 months, will catapult the popularity of eSports further in the country,” said, Karan Bajaj, Senior Vice-President & General Manager, Discovery Communications India.
Akshat Rathee, Managing Director, NODWIN Gaming, said, “eSports is one of the fastest growing sports in the country and this broadcast of the ESL India Premiership on DSPORT is sure to elevate their popularity to a new level. eSports has been already announced as a medal event for the 2022 Asian Games and will also hopefully make it to the 2024 Olympics, so we hope this initiative will act as a first step towards bringing glory to the country on global multi-sports platforms.”
As a part of the ESL India Premiership 2017, DSPORT will telecast ‘Counter Strike: Global Offensive’ competition which will see participation from over 10,000 gamers from the South Asian region fighting for $100,000 prize money. The Fall Season Finale of the tournament will take place in Hyderabad while the Winter Season Finale will be held in the national capital, Delhi.
ESL India is a partnership between Germany based Turtle Entertainment’s Electronic Sports League (ESL) and India’s first-ever gaming solutions company, NODWIN Gaming. The Electronics Sports League (ESL, formerly ESPL) is the oldest and the largest eSports company in the world; globally getting gamers together, and organizing events like ESL One, IEM, Pro League and ESL National Championships.
Counter-Strike: Global Offensive is one of the most popular multiplayer games in the esports scene. The game is also one to the top five most viewed video games online. India is no stranger to the CS:GO scene, the game has captured the imagination of lakhs of gamers in the country and the number continues to grow daily.
Catch the ESL India Premiership 2017 exclusively on DSPORT from Wednesday, July 19, 2017, between 2:30 – 4:00 PM
If there's one thing the consumer product realm has learned as digital has permeated our lives, it's that physical scale is no longer an advantage. In fact, for many of today's largest fast-moving consumer goods (FMCG) manufacturers, it may be a disadvantage, which is contrary to how they've grown to date.
With the explosive growth of e-commerce since the late 1990s, FMCG manufacturers have been forced to adapt to a world where physical product availability has taken a backseat to digital data. Truth be told, success today is now dependent on quality product images, solid SEO and prominent placement on e-tailer websites—far more so than simply having an abundant quantity or variety on the shelf at the local store.
But even the way consumers consume digitally is changing. Specifically, we no longer need a keyboard to shop—changing the rules of the game once again. Earlier this year, for example, Brooke Neitzel, a six-year-old girl from Dallas, caused quite a stir when a US$150 doll house arrived on her doorstep to the surprise of her parents. As it turns out, the delivery was prompted by a simple statement from Brooke: “Alexa, order me a doll house,” an order that Amazon was happy to fulfill*.
Brooke’s order is just the tip of the iceberg. As more households become smart homes—pushing technology adoption from early adoption to mass-market adoption—voice-enabled devices will ultimately become more ingrained in our lives. We may use them to start our car on a cold winter morning, adjust the volume on our radio and turn off the lights at night. And if NYU Stern Marketing Professor Scott Galloway's predictions come true, we’ll be shopping for our groceries by simply asking for them.
So what can FMCG manufacturers do to emerge as winners in this new world of voice-ordering? How can they establish a competitive edge in a world where physical availability has become irrelevant, and where even digital product images will not be seen? While no one can see the future, we believe that success will require brands to combine strong fundamentals with an appetite for experimentation. We believe four key goals will help guide the path forward:
Build your brand
Befriend your enemy's enemy
Optimize for algorithms
Create a voice-targeted campaign
Let's examine each of these.
BUILD YOUR BRAND
Great marketers and product developers always focus on brand building. A consumer who knows and loves a brand isn’t going to ask for a “cola.” A brand fan is going to specify which cola they want. Voice-enabled devices don’t easily lend themselves to product discovery, so brands need to build stronger, more personal relationships with consumers as they seek to influence their purchase decision. And these relationships need to be firmly in place well before the moment when a purchase is about to be made. The good news is that brands can leverage myriad avenues to interact directly with consumers. That’s something they’ve never had before.
BEFRIEND YOUR ENEMY’S ENEMY
The emergence of a dominant, voice-based, retailer is possibly the biggest risk facing brands today in their faceless battles with voice. A behemoth like that would significantly shift the delicate balance of power (and hence profit) from retailers and manufacturers toward itself. So let the example involving 6-year-old Brooke be your guide: Brands that start promoting competition in the voice-based retail space will be well-positioned for the future. They should work with a variety of retail competitors—brick-and-mortar players, pure-play e-tailers, all of the above—perhaps even co-investing in the technology or processes behind voice-based consumer tools.
Taking this thought one step further still, why would brands stop at building their brand via direct consumer engagement? Surely now is the time for brands to make a decisive push into building direct sales with their most loyal consumers. In other words: Can’t brands take advantage of emerging technologies in the same way that retailers can?
OPTIMIZE FOR ALGORITHMS
As brands build interest-based relationships with consumers, they will start driving the areas that the algorithms focus on—the areas that consumers are interested in. But to do this well, brands will need to be in sync with what shoppers care about. This includes attributes like positive interactions on social media and the amount of positive reviews consumers write. Importantly, none of these things can be bought in the same way that you can buy awareness via advertising during a top TV program. So in that sense, the most agile brands will effectively shift to marketing to algorithms over consumers. Beyond being a key ingredient of any voice-focused strategy, this transformation won’t be limited to marketing activities. It will become relevant to other forms of e-commerce and future internet of things (IOT) replenishment-based appliances as well.
Furthermore, it will be pivotal for manufacturers to better understand contextual search. For example, are shoppers searching for “refresh” or “cheap” or “long lasting” air freshener, or for a specific scent? Understanding key words will be critical to positioning brands online to ensure hit rates. This insight will also play a role in consumer marketing to ensure strong resonance with shoppers and search bots.
CREATE VOICE-TARGETED CAMPAIGNS
In addition to developing inspiring brand building campaigns, building new retail partnerships to reach shoppers, and embracing algorithmic marketing as a new discipline, the brands that will thrive in the new world of voice-ordering will execute the best voice-targeted campaigns.
A major soup brand recently built a sous-chef-style application for Amazon Echo that can do math and remind users of ingredients without requiring them to tap their tablets or smartphones with food all over their hands. Getting in early and developing unique “skills” and other content for voice-based systems will deliver a first-mover advantage to brands. So, why not start an “Ask Alexa,” “Ok Google,” or “Hey Siri” marketing campaign to encourage familiarity with asking for your brands?
A CALL TO ACTION
Winning in voice-based shopping will not determine the success or failure of FMCG manufacturers today. Nevertheless, the actions that manufacturers take today may well determine whether they are set up for success when voice-based shopping becomes a more significant contributor to overall FMCG sales.
Getting the fundamentals of brand building right will continue to be critical. The likely winners in this new frontier of digital commerce will be exploring new partnerships to connect with shoppers via voice, learn how to optimize their marketing campaigns to drive the algorithms that matter to voice-based interfaces, and indeed create specific marketing campaigns that will help accelerate the growth of voice based shopping itself. Better to be at the forefront of this transformation today, then play catch-up tomorrow!
*Amazon has since said that any 'accidental' purchases can be returned free of charge, reminding owners it is also possible to add a four-digit security code to prevent issues like this from happening.
Written by Philipp Lohan, SVP, Client Business Partner, Nielsen
In a significant development, Performics.Convonix, part of Starcom India has won the digital duties of India’s largest pharma aggregator PharmEasy. The mandate involves all of paid media. The business was won as part of a highly competitive multi-agency pitch.
PharmEasy is a digital facilitator and helps patients connect with local pharmacy stores and diagnostic centres. It serves over 5 lakh families in India and is operational in seven cities, namely Mumbai, Delhi, Bengaluru, Kolkata, Pune, Jaipur and Ahmedabad. It has over 150 partner vendors.
Dharmil Sheth, Co-Founder of PharmEasy said, “We provide consumers with quality health products and services at a click of a button and give them the highest possible savings in the shortest possible time. Performics.Convonix, like us is agile, ambitious, spirited and has a body of good solid work and rich insights on the pharma category. They are a great strategic partner to bring on board and their experience and expertise will give us maximum consumer connect across platforms and bang for the buck. While we reviewed several agencies, Performics.Convonix scored because of their strategic vision and thought-leadership on the category and the brand. It’s wonderful to have them on board to further fuel our expansion plans.”
Sarfaraz Khimani, Co-CEO Performics.Convonix said, “This is a great win for us. PharmEasy is a brand that empowers consumers, and makes the best and most reliable health products and diagnostic services accessible to all. This is a brand built on trust, confidence, quality of service and excellence in product and we are pleased to partner with them in building the category. Healthcare is the largest utility vehicle and the digital healthcare industry in India is all set to boom, with a growing number of consumers opting to buy medicines the e-way. We look forward to making a significant difference to the PharmEasy brand. This will be a long and fruitful association.”
In the last financial year, PharmEasy has grown more than 200 %, with a growth rate of 15% month on month. PharmEasy has recently raised a Series B funding of $16 million in a round led by Bessemer Venture Partners and Orios Venture Partners.
MobAir, a data-driven mobile user acquisition platform, has announced its new office in Gurgaon, India.
Since 2015, MobAir has worked closely with key players in the Indian advertising market to reach their promotional goals. By opening a local office, the company will continue to create valuable, fruitful relationships with current and prospective clients. Vijay Singh has been assigned as Country Head to take charge of MobAir operations in India.
According to The Drum, there has been an explosion in the APAC region's mobile market, which is partly due to the fact that local consumers tend to spend more on in-app purchases than other users around the world. By opening up new locations in emerging markets, MobAir aims to explore the untapped business potential of these regions, specifically in India.
"Unlike Europe and the US, the e-commerce vertical in India has its own peculiarities that we need to take into account for growing business in the area," said Vijay Singh. "Our task is to apply prior expertise in the field and smoothly adapt it to the local advertising industry, helping mobile brands monetize their content in the easiest, fastest user-friendly way."
Establishing a new office in Gurgaon is projected to strengthen MobAir's partnerships with existing clients on the local market and build solid relationships with new ones.
MobAir has a successful track record in helping India's brands like Apps and Games AS, Go Fynd and FirstCut acquire engaged mobile users. Further cooperation with local enterprises is expected to unlock new business opportunities for the marketing platform.