MediAvataar's News Desk
Love Matters India and Ogilvy go beyond the label
Whether you’re in New York or New Delhi, being a woman isn’t always easy. Being lesbian, well, that’s another ball game. More so, when rampant pornography defines what a lesbian relationship stands for. Which is why, it is hardly surprising what a Google image search for ‘lesbian’ shows up – smooching, petting, kissing… you get the picture. And it’s even worse on Twitter.
Love Matters (India) - a platform that provides information on relationships, sex and gender equality is hoping to change this. With #LforLove - a campaign that shines the light on the emotions that connect two people. Irrespective of their sexual preference. And end the portrayal of homosexual women as objects of fantasy. So they are accepted for who they are – ordinary human beings.
The campaign, created in consultation with the community made it possible for audiences to ask questions to a lesbian, anonymously. And answered them through a photographic series with a twist, also shot by a member of the community.
Vithika Yadav, Head – Love Matters, India explained the need for triggering such a conversation.
Positive portrayal of homosexual relationships and more so, lesbian relationships are completely non-existent in media. We wanted to design a campaign that tackles homophobia against lesbians and create conversations around sexuality and gender. The idea was to create positive narratives that help build empathy, understanding and acceptance. The beauty of the campaign was that the insights came from discussions with lesbian women.
Burzin Mehta, Group Creative Director at Ogilvy, Mumbai, the agency that created the campaign explained: There’s enough social stigma attached to being lesbian in our country. Add to that, the imagery that pornography fuels and what you get is an absolutely warped perception of what lesbian relationships stands for. So we consulted with members of the community throughout the campaign and also got Monisha – a proud lesbian photographer, to shoot the pics. Given the nature of the campaign, we made it possible for audiences to ask questions to a lesbian, anonymously. Predictably, most of them stemmed from homophobia and porn. Answering them the way we have, has resonated very positively within the community. That’s a truly heartening feeling. While it has triggered a conversation, let’s hope it goes beyond and results in greater acceptance of the community by the industry, by brands and by consumers alike.
Monisha Ajgaonkar, the photographer of the series: As part of the LGBTQ community, this campaign spoke to me on a personal level. Lesbians are mostly portrayed as either highly sexual beings or as abnormal girls who are tom boyish and unhappy which is completely unrealistic. Campaigns like #LforLove will go a long way in normalizing the status of lesbians in society
Client: Vithika Yadav, Head – Love Matters, India
Photographer - Monisha Ajgaonkar by The Photo Diary • Instagram - Thephotodiary3
Agency: Ogilvy, India - Burzin Mehta, Sakshi Choudhary, Priyanka Joshi, Gunvant Soni, Vibhor Tyagi, Harsha Gharat, Prajakta Athavale, Himali Kelvekar, Shruti Sahu
Production: Bad Productions – Ashish Singh & Archana Thapliyal
LGBTQ Consultant – Shweta Aggarwal
All retain pole positions in encore of 2017
Patanjali leads FMCG, Pepsi leads F&B, Honda leads Automobiles and SBI in BFSI
TRA’s Brand Trust Report 2018 (BTR 2018), a syndicated research conducted amongst 2,488 consumer-influencers across 16 cities in India was released in the city today. Samsung leads the list second year in a row to become India’s Most Trusted Brand. Sony and LG follow to retain pole positions as India’s second and third Most Trusted Brands in an encore of 2017. The fourth Most Trusted Brand is India’s leading multinational conglomerate, Tata, and is followed by the Cupertino based technology company, Apple, slipping a rank from last year. Also maintaining its position among the top 10 Most Trusted and rising two ranks to attain the 6th position in 2018 is Dell. Honda is at rank 7. This is followed by Nike which has shown a substantial steadily climbed over the years (rank 49 in 2015, rank 48 in 2016 and rank 37 in 2017) to rank 8 in 2018. Hewlett Packard has a two rank jump over last year to rank 9, while Maruti Suzuki fell by three ranks from 2017 to rank 10 in India’s Most Trusted Brand list. BTR 2018, the eighth in the series, is launched annually by TRA Research, a brand intelligence and data insights Company. TRA Research is a part of the Comniscient Group.
“Samsung’s second year as India’s Most Trusted Brand reflects the brand’s focus and commitment to building trust. Brands Sony and LG to have also showcased their consistency over the past four years ranked among the top 3 ranks over the last four years. Other significant growth over last year has been shown by Oppo - rank 29 in 2017 to rank 11 in 2018, Puma – rank 44 in 2017 to rank 12 in 2018, BMW – rank 45 in 2017 to rank 15 in 2018, Google – rank 40 in 2017 to rank 18 in 2018 and Vivo - rank 59 in 2017 to rank 20 in 2018. Google has for the first time entered the top 20 list this year. Brands like Taj Mahal Tea, Moto G and Netflix too have made a remarkable ascent of more than 500 ranks from their rankings in 2017,” commented N. Chandramouli, CEO, TRA Research.
Among India’s 1000 Most Trusted brands in BTR 18, 38 Super-Categories and 335 Categories were listed. The categories with the maximum brands were F&B and FMCG contributing to 25.6% of the total brands in the listings. When compared to last year, 320 new brands made it to the list, 368 brands fell in rank, 307 brands rose in rank, and 5 brands retained their ranks. Some of the important category leaders in Brand Trust are State Bank of India (All-India rank 21) from BFSI, Arrow (All-India rank 43) from Formalwear, Pepsi (All-India rank 44) from F&B, Amazon (All-India rank 53) from Online Retailer - Diversified, American Express (All-India rank 167) from Credit/Debit card, Muthoot Finance (All-India rank 171) from Financial Services, Tanishq (All-India rank 258) from Jewellery, Aviva Life Insurance (All-India rank 459) from Insurance-Private, and Kangaroo Kids (All-India rank 640) leading in Pre-School. Brands that witnessed a falling trend were Bajaj (fallen from rank 6 in 2015 to rank 16 in 2018) and Godrej (fallen from rank 9 in 2015 to rank 17 in 2018).
Move Advances Company’s Goal of Simplifying Its Business and Driving Deeper Connectivity in Service to Its Clients
Publicis Media today announced a unified leadership structure across Publicis Media EMEA and APAC, with Gerry Boyle appointed to the role of CEO, Publicis Media EMEA and APAC. This role expands on Boyle’s current remit as CEO of Publicis Media APAC to include oversight of EMEA operations as well. Boyle will continue to report to Steve King, CEO, Publicis Media.
Further, Nicole Pruesse is appointed Chief Operating Officer, Publicis Media APAC, in addition to her current EMEA COO responsibilities. Pruesse is charged with delivery of the business across these regions, reporting to Boyle.
In her most recent role, Pruesse built operational infrastructure and global distribution delivery that drove effectiveness, excellence, and efficiency across EMEA, including in the areas of PMX, Publicis Precision, Content and Data. She will now scale this operational expertise across both EMEA and APAC markets.
The unified leadership structure furthers Publicis Media’s goal of simplifying its business and driving deeper connectivity in service to clients by aligning both EMEA and APAC under Boyle’s leadership and with Tim Jones continuing as CEO Publicis Media Americas.
King noted, “Gerry is a proven and well-known leader, strategist and client partner. In his most recent role as Publicis Media CEO, APAC, he delivered much success, including establishing the Publicis Media model in the region, developing a network of outstanding leaders, and driving client businesses forward. Nicole is also an extraordinary leader, well-equipped to build on our momentum across markets.”
In his EMEA remit, Boyle succeeds Iain Jacob, CEO, Publicis Media EMEA, who announced he would be leaving the company to pursue other opportunities. Jacob will be staying with the company through May to ensure a smooth transition.
Boyle in his expanded role will focus on bringing to life the Publicis Media model of a brand-led organization, powered by digital-first global practices, and working together with the other Publicis Groupe Solution Hubs for Power of One collaboration that drives client business forward across EMEA and APAC.
Boyle will also continue to Chair the Publicis Media Global Investment Council and lead Global Partnerships for Publicis Groupe.
Boyle, prior to his Publicis Media roles, served as Global Managing Partner and Chairman of ZenithOptimedia APAC.
The duo will continue reporting into Saurabh Varma, CEO, Publicis Communications India
Leo Burnett India has announced two key elevations in its senior leadership. The agency has elevated Dheeraj Sinha and Rajdeepak Das to Managing Directors. Dheeraj and Raj currently serve as the Chief Strategy Officer and Chief Creative Officer, Leo Burnett South Asia, respectively. The duo will continue to be based out of Mumbai and will report into Saurabh Varma, CEO, Publicis Communications, India. Their new roles are in addition to their current responsibilities.
Speaking about the development, Saurabh Varma, CEO, Publicis Communications India said, “Four years back we started on an incredible journey as a team. We challenged every rule book, every status quo. We wanted to create ‘Wave Three’ where engagement, experience and utility would be celebrated as much as a piece of content. We wanted to create a maker culture.
In this period, Indigo Consulting became a digital powerhouse. We launched Arc Worldwide and made it one of the leading experiential agencies, and built Prodigious into one of the finest production houses in India. We created epic work and had great fun doing it.”
He further added, “Leo Burnett now needs a new chapter. The Power of One has given Leo Burnett access to the best specialist operations in the country. Backed by the expertise of Indigo, Arc, Prodigious MSLGroup and Publicis.Sapient, the agency is now in the best position to partner our clients’ businesses. Raj and Dheeraj have, together, transformed Leo Burnett India into the formidable force it is today. They have always led from the front and it is the right time to acknowledge the role they already play. Our collective ambition remains the same; to be the best in the world, bar none.”
In his new mandate, Dheeraj Sinha will be responsible for the agency’s revenue growth, in addition to heading its strategic and planning output. Rajdeepak Das’ new role will see him leverage Leo Burnett’s Humankind philosophy in order to elevate Burnett’s creative product.
Speaking about his promotion, Dheeraj Sinha said, “I am looking forward to leading Leo Burnett at possibly the best time that the agency has ever had. Our success at Cannes Lions last year – being the only agency to win for innovation and effectiveness – is a good framing of our agency ambition. As a Chief Strategy Officer, in various jobs across Asia, I have been deeply involved in the business aspect of the agency over the last decade. I am now looking forward to running the business hands-on. I am fortunate to have Raj’s partnership and Saurabh’s backing in my new role.”
Added Rajdeepak Das, “I am incredibly proud of where Leo Burnett’s creative output stands today. The last three years have been a great journey. We have turned our agency into one of the youngest and most dynamic creative companies in the region. Having said that, I believe we are only as good as our last piece of creative work. There is so much more to take on and achieve and I can’t think of a better partner than Dheeraj to take on my new responsibilities with.”
96 Percent of Marketers to Increase Video Ad Spend; Issue Call for Stronger Viewability Standards
ViralGains, the industry's only digital video advertising journey platform, in conjunction with the Chief Marketing Officer (CMO) Council today released a study that investigated how digital video advertising is utilized throughout the customer journey. The CMO Council surveyed a total of 233 senior marketing leaders in the first quarter of 2018 for this study. Results revealed that marketing leaders are still very uncertain about the results they’re generating from digital video, and many don’t have the knowledge they need to succeed, even as a staggering 96 percent set out to increase their video budgets in 2018 (and beyond).
The study indicated that while 78 percent of CMOs are increasingly held accountable for bottom-line metrics like sales, the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions, demonstrating a glaring disconnect that highlights an inability for marketers to derive the insights they need from video in order to drive meaningful business outcomes.
Moreover, only three percent of respondents believe that the current MRC standard for video viewability is reasonable, indicating dissatisfaction with today’s measurement standards and a desire for improved transparency and video engagement.
Other key findings from the report include:
● Nearly half of all marketers surveyed expect to increase their 2018 digital video ad spend by up to 25%
● 87% of marketing leaders are willing to pay a premium for campaigns that guarantee completed views and deep customer insights
● 73% of marketers want total transparency into traffic, viewers and engagement
● 40% want performance-based billing that is tied to real business outcomes versus just clicks and views
“The research is clear - there’s a massive gap between how video advertising success is measured and the metrics that truly move the needle for brands,” said Tod Loofbourrow, CEO, ViralGains. “Today’s CMOs need to deliver insight and attributable impact as well as scale. They are rising up to find solutions that leave behind impression-based buying and help them drive and understand meaningful business outcomes. That’s what we’re doing at ViralGains, and the results of this research validate what we’re hearing from marketing leaders across industries.”