11 April 2021 04:05

MediAvataar's News Desk

MediAvataar's News Desk

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Dentsu has been appointed as the agency partner for William Grant & Sons, an independent, family-owned Scottish company that distils Scotch whisky and other selected categories of spirits.

The appointment is the result of an Asia Pacific (APAC) business consolidation which concluded at the end of 2020. This will see dentsu driving omnichannel marketing for William Grant & Sons, focusing on strategic pillars of connections planning, digital acceleration and driving media effectiveness and efficiency across the APAC region.

Susie O'Donoghue, Global Head of Communication Strategy and Planning, William Grant & Sons said: “We have an established global relationship with dentsu and after engaging with the APAC team during our chemistry meeting, we were impressed with their well-rounded thinking, demonstration of planning capability, as well as expertise in driving omnichannel thinking. Throughout the engagement, dentsu demonstrated in-depth understanding of our consumer landscape, ever evolving media and tech ecosystem. Most of all, we like that they have expertise working with clients in the alcohol and spirits business. We look forward to partnering with dentsu to drive growth for our brands in APAC.”

Prerna Mehrotra, CEO, Media, APAC said: “We have been working with William Grant & Sons globally and are delighted to have managed to expand this partnership within Asia Pacific. At dentsu, our role is to drive accelerated growth for our clients by delivering experiences consumers want today, whilst unlocking the promises of tomorrow. By understanding our consumers’ world digital first, we are able to unlock new growth opportunities at every stage of the consumer journey. For William Grant & Sons, this has translated into a full digital transformation project as we look to support them in their omnichannel, ‘people first’ future. We are excited to work on iconic William Grant & Sons brands and delighted to partner them in their omnichannel journey here in APAC.”

Eurosport and Eurosport HD India, the premium sports channels from the house of Discovery, have bagged the broadcasting rights for the upcoming FIFA friendly matches of team India.

The Indian National Team who are currently in United Arab Emirates will be playing 2 matches in the upcoming FIFA international friendlies on 25th and 29th of this month where they take on Oman and the Host country of United Arab Emirates.

Vijay Rajput, Senior Vice President – Affiliate sales and Product Distribution, Asia - India Sales & Distribution at Discovery Inc. and Head of Eurosport India said, “We are extremely delighted to have an opportunity to bring the fans close to the Indian national football team as they take on national duty after a long time. The Indian National Football team have been making giant progresses and we can surely look forward to two thrilling, action filled matches coming our way.”

Kushal Das, General Secretary - All India Football Federation (AIFF) said, “I am happy to announce that we have associated with Eurosport India as the official broadcaster for the upcoming FIFA international friendly matches of Team India. They are one of the most promising broadcasters and we look forward to performing well and giving the audience spectacular matches in the coming days.”

Schedule:

India vs Oman - 25th March, 2021,Maktoom Bin Rashid Stadium - 19:15 Hrs (7:15 pm) IST on Eurosport HD

India vs UAE - 29th March, 2021,ZabeelStadium -21:45 Hrs (9:45 pm) IST on Eurosport and Eurosport HD

 

Studies conducted by Kantar & Orbit; based on actual, anonymized data to determine the effectiveness of ICA

In a first-of-its-kind study to understand the effectiveness of In-Content Advertising, Whisper Media released insights on the effectiveness, efficiency and impact of In-Content Advertising (ICA) on TV audiences across GEC genres in India. The insights of this study on ICA were derived by Kantar, the world’s leading evidence-based insights and consulting company and Orbit, a Singapore based research and analytics company.

In-Content Advertising digitally embeds the advertising communication of Brands into the content at the post-production phase and is deemed to be the most cost-effective and operationally efficient process in branded content integration, thereby retaining the editorial value. Whisper Media is the Global Leader in such integrations and began their India operations in January 2019. For the purpose of this in-depth study, Whisper Media shared 2 years of historical, anonymized data based on their 100 campaigns across 15 brands.

The research was undertaken across three broad parameters/metrics: Reach, Viewability and Recall. The Reach was measured by using BARC’s Yumi Analytics to ascertain number of users exposed to the campaign, GRPs and frequency, both pre and post campaign. The Viewability was gauged using Eye Tracking studies, which evaluated the attention and focus of the viewer on ICA placements and the time spent by them viewing the campaign. Finally, Recall is an outcome of all parameters to understand the enhanced attention on the content.

Key findings of the study:

● Across GECs, on an average, 10 points increase is seen in Spontaneous Brand recall as compared to non-ICA campaigns, with Hindi Speaking Markets and Tamil GEC showcasing an uplift of more than 15+ points

● The eye gaze data indicates that close to 90% of the consumers have seen the brand/product via an ICA and typically spent about 5 seconds observing the same

● 7 points jump noticed in the key message being recalled with ICA

● While in-content embeds bring in an uplift for brand as well as ad recalls, it also pushes the Intention to Purchase/Continue using the product by a small margin of 4 points in the regional GECs, hence pushing the overall likeability & favourability of the ad in the ICA format.

● As compared to TV break ratings, viewership showcased a lift of close to 15% across campaigns with ICA

Commenting on this, Anil Cheriyedath, Director - Marketing & Strategy, Whisper Media said,” India is the largest content producer globally, and GECs remain the biggest drivers of this production where brands prefer to reach the target audience. Brand integrations have always been around in the entertainment industry, but with these studies, it shows the In-Content Advertising through digital embeds have also shown acceptance by brands and audience across all GEC markets which includes the regional and Hindi Speaking Markets. The challenge that integrations faced in India was the measurability aspect, and with that in place through BARC YUMI Tools, it has become easier to validate claims of showcasing effectiveness of ICA campaigns through such unique studies”

The methodology for this survey was undertaken through two groups: Controlled – not exposed to ICA and Exposed to ICA. For Controlled, the respondents were shown a combination of various TVCs like in a break, and for Exposed, each of the respondents were shown a video of 5-8 minutes. Each group was asked to answer few questions 10 minutes after watching the visual content.

Dubai will host the 4th edition of the WION Global Summit on March 24, 2021, at the Oberoi.

The day-long summit will bring together thought leaders and global policymakers from around the World.

India's External Affairs Minister Dr. S. Jaishankar will grace the event as Chief Guest.

India's envoy to the U.A.E. Pavan Kapoor will deliver the welcome note on behalf of the host nation.

Former U.S. National Security Advisor John Bolton, and Japan's minister of State for Defence, Yasuhide Nakayama will deliver keynotes for various session.

A wide range of panelists will dissect the most pressing challenges with the aim of exploring effective solutions. On the panel will be Jason D. Greenblatt, former White House Middle East envoy under former US President Donald Trump, Ranil Wickremesinghe, Former Prime Minister of Sri Lanka, Michael Tsai, Former Defense Minister of Taiwan, Alexander Downer, Former Foreign Affairs Minister of Australia, Gilles Babinet, Digital champion at the European Commission for France and many others.

The Summit would be attended by Sudhir Chaudhary, CEO & Editor-in-Chief of WION. The sessions would be moderated by Palki Sharma Upadhyay, the Executive Editor of WION, and international TV presenter Ali Aslan.

The event will have four sessions, on West Asia's changing geopolitics, the post-pandemic World order, World economy, and the new digital reality, respectively.

For the last three years, the WION Global Summit has been at the forefront of intellectual exchange and thought leadership. Over the years, the summit has hosted Presidents, Prime Ministers, ministers, economic advisors, and various global leaders. It has been at the cutting edge of new ideas, innovations, and experiences.

Watch the 4th edition of the WION Global Summit: Power play in a post-pandemic World LIVE on 24th March on WION, starting 10:30 AM local time (12:00 PM IST, 6:30 AM GMT).

 

Sunrisers Hyderabad, the Sun Group owned franchise and a team, which has been consecutively qualifying for playoffs since 2016, revealed a slew of sponsors for the fourteenth edition of Indian Premier League. The tournament is back in India and kicks off on 9th April.

JK Lakshmi Cement Ltd. leads the massive line-up as the title sponsor. The cement brand continues its association with the team from last year, along with Ralco Tyres as a principal sponsor. The franchise has added Kent RO as another principal sponsor to its portfolio.

Jio, TCL, Dream 11, Jai Raj Steel, Nerolac and Colgate have all been retained as sponsors for IPL Season 14, with their logos and branding set to be prominently displayed on the team’s match kits. Kotak Bank, Tyka, IB Cricket, Double Horse and Fancode have also continued their partnership with the franchise. Spektacom is a new addition to the list of partners.

Commenting on the development, Mr. K. Shanmugam, CEO, Sunrisers Hyderabad, said, “We are excited to have so many coveted brands on board for the 2021 edition of Indian Premier League. Last year has been extremely tough for all of us, business-wise and personally. However, with the incredible support of our invaluable sponsors and fans, we managed to beat the woes and come out strongly with a super successful season. We hope that our partnerships continue to grow from strength to strength and we come back even stronger this year.”

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