27 October 2020 09:50

MediAvataar's News Desk

MediAvataar's News Desk

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Instagram celebrated its 10th birthday this week and reaffirmed its commitment to build for the next generation of young people; to ensure people pursue and share their passions, and that Instagram is the place where culture moves forward. Now in India, the platform launches a new campaign called ‘Love Runs Deep’ to redefine the way brands can authentically tell their stories while engaging with influencers.

Influencers epitomize Instagram for their creativity in content and amazing social video moments. They inform and inspire their community through their pursuit of passion. This highlights the opportunity for brands who can engage with the creator community, in a way that fulfils their business objectives. ‘Love Runs Deep’ is built on this insight, and is Instagram's first campaign in India aimed at marketers and advertisers. It will see the involvement of a diverse set of creators such as Masaba and Neena Gupta, Chef Ranveer Brar, Kusha Kapila, cricketer Harmanpreet Kaur, Savi and Vid from Bruised Passports and Sakshi Sindwani from @stylemeupwithsakshi.

As part of the campaign, brands are invited to submit their briefs in the ‘Love Runs Deep challenge’, and 5 of them will be chosen to have exclusive access to 25 creators to work with them free of cost, in addition to support of USD25,000 worth of ad credits to run their campaigns. The brands could be from all over India and could be big or small businesses. The jury making the selection would include Prabha Narasimhan, Executive Director - Home Care for Hindustan Unilever and Vice President - Home Care, Unilever South Asia; Asim Warsi, Senior Vice President & Head E-commerce, Samsung India; Harish Narayanan, CMO, Myntra; Prasanth Kumar, CEO - GroupM, South Asia; Rajdeepak Das, CCO and MD, Leo Burnett, South Asia; and Neha Markanda, Head of Business Marketing, Facebook India and the selection would be done on the basis of originality, creativity, suitability for mobile and expected business outcome.

Sandeep Bhushan, Director and Head of Global Marketing Solutions, Facebook India, spoke about the campaign, “Instagram is the place where people express themselves creatively, and there’s a natural affinity to interact with public figures, creators and brands. We want to spur this interaction between creators and brands, in a way that redefines the ecosystem, and allows stories to be told with greater business impact.”

Masaba Gupta, fashion designer and owner of her brand House of Masaba, reiterates the ethos of the campaign, saying, “Instagram is like my second home and it’s allowed me to build a community that makes it feel like family. I am because they are. And so I’ve partnered with Instagram to show that love really does run deep, far and wide.”

This campaign is set in the backdrop of the insights of the BCG-Facebook 'Turn The Tide' report, stating that digital influence has increased significantly in urban consumers - up to 70% for mobiles, 55%-60% for apparel, and up to 20-25% for the non-food CPG categories. Prasanth Kumar, CEO - GroupM, South Asia being part of the selection jury, added to this insight. “As the economy unlocks and brands look to capitalize on the resurgence in consumer demand. We believe that influencer marketing will play a vital role in telling brand stories in an effective way, something we need more of this year. Together with Instagram, we want to create effective methods for Indian brands to reach various audiences. With our joint efforts, we hope to see this campaign elevate the creativity and ingenuity with which brands collaborate with creators and set new standards for the industry.”

Having established itself as India’s No. 1 News Network on the back of its regional dominance and the rise of TV9 Bharatvarsh, TV9 Network is sharpening its focus on topline growth.

Close on the heels of onboarding Amit Tripathi as the network’s Chief Revenue Officer, TV9 has reinforced its sales leadership with the appointment of Manish Seth as Executive Vice President. Manish will head key clients nationally for the Network and will be responsible for revenue from the North branch.

With over 20 years of experience, Manish has worked with BCCL and Zee Media Ltd in his previous stints. In his last assignment, Manish was executive cluster sales head and was looking after national sales of a number of channels, including Zee News.

Welcoming Seth to TV9 Network, CRO Amit Tripathi said: “Manish is a key industry resource and has seen the revenue function evolving in the media domain over the last two decades. His vast experience and network will enrich the revenue vertical here at TV9 Network. We are happy to bring him on board.”

“TV9 Network, in a very short span, has established itself as a leading player in the news genre. I am thrilled to join the team and look forward to creating industry-first benchmarks in revenue generation for the group,” said Seth.

TV9 Network, which has emerged as India’s No. 1 News network, comprises four regional language leaders - TV9 Telugu, TV9 Kannada, TV9 Marathi and TV9 Gujarati – and the national Hindi news channel, TV9 Bharatvarsh, which has earned a place for itself in the league of the Top 3.

BBC Global News - the BBC’s international commercial news, sport and features arm –and Channel 4 - a publicly-owned and commercially-funded UK public service broadcaster- have signed a strategic deal to offer global advertisers access to the UK commercial broadcast marketplace.

For BBC Global News, the partnership opens up the vital UK market for its global clients, who are now be able to take full advantage of 4Sales’ market-leading ad solutions across linear and VoD. The partnership offers clients the ability to reach key, young and upmarket audiences in the UK through 4Sales’ portfolio, including Channel 4’s linear family of channels, its unrivalled free UK BVOD service All 4, alongside Box Plus channels and a selection of UKTV and Discovery owned channels.

Channel 4 is the top-converting commercial terrestrial channel in the UK for 16-34 year old viewers and ABC1 Adults, and the deal follows last month’s announcement that BBC News now reaches a weekly audience of more than 438 million people across the world.

Errol Baran, SVP Business Development & Innovation at BBC Global News, said: “This deal is of great significance for both BBC Global News and Channel 4. There are a number of synergies between the two organisations, including our public service broadcasting remit, our high quality editorial content and our premium audiences. We’re delighted our relationship with Channel 4 enables us to offer clients a fully global commercial proposition.’’

Matthew Salmon, Interim Sales Director, Channel 4 said: “We’re delighted to partner with BBC Global News to open up premium UK linear and digital audiences to global clients through 4Sales’ market leading solutions. This deal will allow us to generate new revenue for Channel 4 and plough it back into the creation of brilliant British TV content.

Rimini Street, who specialise in independent, third-party enterprise software support services, are the first to leverage the partnership. Targeting key decision makers and C-suites, geo-focussed creative was used on BBC World News, whilst the campaign featured across Channel 4’s high-end, peak time programming targeting ABC1 adults in the UK.

Through partnerships with Clearcast and Peach Technologies, video advertising workflow and delivery will be streamlined using cloud technologies, reducing delivery times and costs by as much as fifty percent – a benefit passed onto BBC Global News clients.

Unlock the full potential of marketing transformation

 butterscotchmango, in its endeavour to deliver client centric innovative marketing consulting solutions has forged a strategic alliance with emerging MarTech platform Brandintellé which is committed to democratize Marketing through its combination of tools, technology, big data management & analytics.

Both butterscotchmango and Brandintellé nurture a common goal to help marketers optimize and democratize their marketing investments. Deep marketing domain knowledge
meeting with state-of-the-art technology is expected to revolutionize the way marketing function is being managed.

With technology playing an increasingly critical role in every aspect of business, marketers recognize the need to accelerate digital transformation & deployment of digital solutions to ensure they remain on the competitive vanguard. The butterscotchmango & Brandintellé partnership brings together deep skills in business and technology strategy, product ideation, technology development and deployment to help support clients through successful transformations.

Bharat Rajamani, Co-Founder & CEO of butterscotchmango says, “In my marketing consulting experience of over 24 years with EY and KPMG I have sensed a strong need to automate marketing processes thus give more power to marketers to take informed decisions and better ROI for each of the Marketing initiative planned. With this partnership with Brandintellé we in true sense will deliver such a potent Mar-tech solution to our clients. The partnership will bring in real marketing experience coupled with marketing specialised tech platform also ready for big data analytics.”

Biswajit Das, Co-Founder & Chairman of Brandintellé adds, “This partnership will conceive, design, and build the next generation of transformative enterprise and digital products and platforms. Brandintellé is born out of our 25+ years of workflow automation in the advertising & marketing experience. This partnership will fast-forward the next generation of transformative marketing using digital products and platforms. As a platform, Brandintellé coexists with reputed 3rd party products & services - both current & future.”

Robin Das, Co-Founder & Chief Product Officer of Brandintellé says “Brandintelle’s strength lies in real-time, 360-degree marketing automation, from planning to procurement to verification & settlement. We offer our clients a state-of-the-art private marketing platform which sits on a communications platform to help us integrate real time business communication with business transactions. We also offer Laguna - our data lake service which can collect all marketing data from Brandintellé & combine with sales, competition, research & any other relevant data. All to facilitate analytics & consulting services.”

Through this arrangement both butterscotchmango and Brandintellé would be able to help brands with better marketing planning, enable tighter cost controls and improve marketing ROI with analytics.

Equipped with a collective experience of over hundreds of man years in Marketing & Advertising Industry butterscotchmango provides marketing consulting and optimization solutions to its clients. Its practical knowledge, insights and deep understanding of the marketing function is an arsenal that many advertisers leverage.
Brandintellé has developed a robust marketing technology solution - to help track rupee spent pan-enterprise in marketing activities under a single umbrella. Brandintellé is running at two leading marketers in the automobile & CPG sector. Brandintellé, an associate company of Mediaware Infotech, which has two and a half decades of experience in providing technology solutions to marketing, advertising & media industry.

Agency expands remit into every operational market for the mobility company

MediaCom has been appointed as Uber’s global media agency of record. The agency, which currently holds the account in the US and Australia, will expand its remit into every operational market for Uber across North America, Latin America, EMEA and Asia.

Effective 1st January 2021, MediaCom will oversee all digital and offline brand media in active markets. The account will be led by Ilana Nolte, MediaCom US Chief Transformation Officer, and Latha Sundaram, Group Business Lead, Executive Director at MediaCom US.

“Today requires a different approach to brand building and innovation, which is why we have consolidated our global media needs with MediaCom. The work they’ve done for Uber during perhaps one of the most disruptive times in our industry, has given us the confidence that our partnership will continue to thrive globally," said Travis Freeman, Global Head of Media at Uber.

Nick Lawson, Global CEO, MediaCom added: “As one of the leaders of the new age of advertisers and one of the most cutting-edge brands around, we are proud to be part of Uber’s amazing global journey. To be appointed as their consolidated global agency of record is testament to the incredible work we see day-in-day-out across the business.”

Christian Juhl, GroupM’s Global CEO, said: “This appointment is fantastic news and the consolidation speaks volumes about the innovative ideas MediaCom and GroupM bring to the table every day. We’re excited to scale those ideas within a global framework and look forward to working in partnership with Uber to continue their growth and develop more impactful work globally.”

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