MediAvataar's News Desk

MediAvataar's News Desk

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Dentsu Webchutney’s #PenguinDad campaign for Flipkart is driving this refreshing change

If you've got any father as a connection on LinkedIn, you may have noticed that they might have changed their display picture in the last few days. From the typical LinkedIn corporate mugshot to adorable pictures of them with their kids.

It's no coincidence. Hundreds of fathers across the world's largest professional platform are doing the same. Reason? To show their professional circles that their life goes way beyond their profession. We’re talking about high-level professionals across some of India’s biggest companies in Tele communication, OEMs, Online Fashion retail, Automobiles, Technology, News & Media, Food Delivery, Financial services – to name just a few.

The notion that a successful professional man is usually not as devoted a family man, has become a belief of the past. Today's young dads manage to toggle between work and dad-mode with ease and have even branded themselves: as #PenguinDads- as an ode to the Male Emperor Penguin, which is considered the most devoted father in the animal kingdom. And our own #PenguinDads on LinkedIn haven't missed out on the opportunity to let their connections know that their most important job is the one at home, with their little ones. A refreshing, much-needed point to be made, indeed!

PG Aditya, Senior Creative Director, Dentsu Webchutney Bangalore says "Often, being successful at your profession is the biggest defense mechanism used by men to bail out of being involved and available at home. We wanted to show that's it's entirely possible for both sides to co-exist, through stories of those who do it already."

The initiative in fact, started as a branded one. Started by Flipkart, as a follow up to their 'Penguin Dad' campaign, whose heartwarming lead film has become a major internet sensation. Now, they're changing the face of LinkedIn India. Kudos!

Express Adda returns to Delhi to host an oncologist and a stem cell biologist, New York-based Dr Siddhartha Mukherjee is a man of many distinguished parts.

He is a professor of medicine at Columbia University working on cancer research. And the author of three remarkable books. Of these, The Emperor of All Maladies: A Biography of Cancer (2010) and The Gene: An Intimate History (2016) stand out for their empathetic and clear-sighted exploration of two of medical science's greatest mysteries: an insidious, pervasive disease such as cancer, and, the gene as a “formula for forms”.

In 2014, Dr. Mukherjee was also conferred the Padma Shri.

During the discussion, Dr. Mukherjee spoke about gene editing and artificial intelligence as the new frontiers of medicine, the ethical implications of both and why he writes.

He also spoke about on modern medicine and mortality, on cancer’s long shadow and on the state of public health in India.

He also answered question raised from audiences on becoming a doctor and his interest on being a trained singer.

The discussion was moderated by Seema Chishti, Deputy Editor, The Indian Express and Paromita Chakrabarti, Senior Editor, The Indian Express.

Among the guests, who attended this adda event were Dr. Dinesh Pendharkar, Medical Oncologist, Asian Institute of Oncology, Mumbai, Pramod Kapoor, founder and publisher, Roli Books, Meru Gokhale, Editor-in-Chief, Literary Publishing, Penguin Random House India, Sreekant Khandekar, Director, Afaqs, PR Ramanujam, Professor of Distance Education, IGNOU, Rahul Ram of the band, Indian Ocean, MR Madhavan, President, PRS Legislative Research, Bim Bissell of Fabindia, Kirit S Parikh, Chairman, IRADe, Vasundhara Tewari Broota, artist, Dr Ajay Kumar, CEO, Fortis Escorts, Sarah Sze, sculptor and wife of Siddhartha Mukherjee, with their daughters, Leela and Aria, Shahid Jameel, CEO, The Wellcome Trust/DBT India Alliance, Shekhar Bhatia, Mediaperson, Deepak Pental, Former VC, University of Delhi, Soli Sorabjee, Former Attorney General of India, Nasim Zaidi, Former Chief Election Commissioner, Sunita Kohli, Interior Designer and Architect, Nalini Singh, Mediaperson, Rashid Kidwai of Grassroot Trading Network for Women, with Naina Lal Kidwai, Chairperson, Max Financial Services Ltd and Anant Goenka, Executive Director, The Express Group.

The Adda, now a keenly awaited fixture on the social calendar of Delhi and Mumbai, has earlier featured politicians Kapil Sibal and Arun Jaitley, superstars Amitabh Bachchan, Shah Rukh Khan and Aamir Khan, ambassadors Richard Verma, cutting edge filmmakers Anurag Kashyap and Dibakar Banerjee, Spiritual Leader such as Sri Sri Ravi Shankar, His Holiness the Dalai Lama, Baba Ramdev, sportspersons Saina Nehwal, Viswanathan Anand and Virat Kohli, and intellectuals Dr. Amartya Sen, Thomas Friedman, Martin Wolf and Fareed Zakaria among others.

Tuesday, 10 April 2018 00:00

Blackmilk Media forays into India

Blackmilk Media, a London-based advertising company, has begun its expansion plans through opening its first international office in Mumbai.

Blackmilk Media pride themselves on achieving only the best in terms of originality, transparency and analytics.
Their decision to open an office in the city came after much interest in the market, due to its emergence status and large potential.

Chief Executive Officer and Chief Operations Officer, Maximilian Seeburg and Amay Velu respectively, had a desire to showcase Blackmilk’s proprietary technologies across previously untapped markets such as South Asia. Their successful career in both Media and Investment Management allowed for a smooth transition into the ad-tech industry, transferring the skills they had acquired in their previous roles, through working with Ventures and hearing their concerns regarding the media agencies they worked with.

Dentsu Aegis Network wins big at Goafest 2018; bags 27 metals

With 23 metals in its kitty, Dentsu Webchutney, the digital agency from Dentsu Aegis Network, was named the ‘Digital & Mobile Specialist of the Year’at the Abbys at the Goafest 2018 edition. Isobar, meanwhile, brought home 3 awards while WATConsult won 1. With wins across an entire gamut of categories—from direct and PR to digital and mobile —Dentsu Aegis Network India showed itself to be a force to be reckoned with.

Overall, Dentsu Aegis Network India won a significant tally of metals as a group at the Abbys at the Goafest this year. With 4 Gold, 10 Silver and 13 Bronze wins, Dentsu Aegis Network has brought home 27 metals, demonstrating its prowess that surely matches up to the group’s business growth momentum.

Commenting on the performance, Ashish Bhasin, Chairman and CEO, Dentsu Aegis Network, South Asia said, “Goafest 2018 was bigger and better in all aspects. The whole scale and quality presentation- whether that be the stage, the screen, the ambience of the event underwent a sea change and was one notch higher. This year, the quality of the entries was better too and it is overwhelming to witness such a massive win for our digital agencies on such a grand industry platform. My special congratulations to Sidharth Rao and the entire Dentsu Webchutney team for making us so proud.”

Sunday, 08 April 2018 00:00

AI chatbots in ads: The future?

We hear a lot about chatbots being used for customer service, but what about chatbots WITHIN an ad? Ad tech company Teads was the first to integrate an AI chatbot within outstream video ads, and global fashion brand Tommy Hilfiger was the first to use the technology. Teads integrated the TMY.GRL chatbot into video ads for the Spring 2017 launch of Tommy Hilfiger's Tommy X Gigi collection.

This was a media first, and Kantar Millward Brown ran a custom study that accompanied the cross-screen, UK campaign which was running across premium News, Entertainment, Fashion and Lifestyle publishers. The objective was to drive awareness and purchase intent for the Tommy X Gigi collection, positioning the brand as innovative and relevant to UK millennials. By comparing results for users exposed to the chatbot creative vs. non-exposed, Kantar Millward Brown monitored brand lift across both mobile and desktop. The study measured user engagement with interactive ads and sought to uncover the effect of the format on brand perceptions. To factor in context of exposure, a high-quality mock-up of the campaign environment was created.

Formats used were landscape for desktop and vertical on mobile devices. The chatbot could be accessed via a call to action, laid over the video creative, which said 'Good morning' or 'Good evening', 'Chat to us' to ensure dynamic optimisation based on the time of day. The bot allowed consumers to explore items from the brand's latest collection, by asking questions about customers' individual tastes and required sizes. To purchase products suggested by the chatbot, customers were transferred to, where the items had already been placed in their basket.

The results showed significant uplifts across awareness, favourability and consideration. This was echoed by the high engagement rates with the live campaign. Dwell time with the chatbot averaged 2'40'', for a total engagement rate of 3.3% and CTR of 0.9% - all above benchmarks,

Mobile impact was particularly strong among the core Millennial audience (18-30), which saw significant uplifts of +14% and above across awareness, favourability and consideration. The verbatim suggested the content and the appealing format which featured of Gigi Hadid, drove relevance among this younger audience.

Kantar Millward Brown findings from the study highlighted the impact the format has on users' perception of a brand, with 67% of the mobile users admitting to finding the chatbot 'fun and engaging' and 75% referring to it as 'easy to navigate'.

The research also confirmed the importance of the right mix of device, format and target audience. Mobile was consistently better at reaching and engaging millennial women, with those exposed to the mobile chatbot three times more aware of the Tommy X Gigi collection, and more likely to click on the ad, visit the website or the physical store.

Insights from this study led to Teads further validating its chatbot product offering. Teads rolled out the format to more clients across categories and is testing new innovative formats, such as voice-activated bots.

Written by Jane Ostler, Global Head of Media Insights Division, Kantar

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