MediAvataar's News Desk

MediAvataar's News Desk

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iCubesWire, a leading Digital Marketing Solution and concept provider has bagged the digital media mandate for AMB Group, a renowned real estate developer of Delhi NCR. iCubesWire will be responsible for driving and delivering the overall digital marketing requirements of AMB Group. The entire mandate covers social, ORM, listening, search, technology, digital creative & other media duties.

AMB Group has emerged as one of the most multi-faceted real estate & land procurement entities in the country whose commitment is displayed through well-defined process & accuracy in master planning. AMB Group brings about positive transformation in the way people play, live & work.

Speaking about the win, Sahil Chopra, CEO & Founder, iCubesWire, said, “We are delighted to add yet another prestigious account to our kitty. We are geared up to present out-of-the-box ideas which will uplift its brand presence digitally and helps meet their desired goals. It is a great opportunity for us and we look forward to a splendid start.”

Commenting on the association, Manoj Sethi, Director of AMB Group, said, “We are excited to onboard iCubesWire as our digital partner. With their innovative ideas & pathbreaking strategies we are certain to soar new heights in the digital world. We look forward to maintaining a healthy relationship with them.”

According to GroupM’s annual advertising expenditure (AdEx) report, digital platforms, which managed to win an estimated 15.5% share of total ad spends in 2017, up from 13.1% in 2016, are tipped to grow their share to nearly 18% in 2018.

So which stunt is more compelling? A skydive from the edge of space or putting a car into space? I think my vote has to go to Elon Musk’s Roadster even if it has been claimed that it was a backup payload after other organizations refused the offer of free transport on the new rocket.

Backup or not, as if the vision of a possible colony on Mars and the successful launch of the Falcon Heavy did not capture people’s attention, the sight of Starman sitting in the Roadster while orbiting Earth is compelling. And as a Douglas Adams fan, I love the fact that the Roadster’s screen displays the words “Don’t Panic” because seeing a car in space does feel like something Adams might have imagined.

In his weekly round up of what is new and interesting in the world of marketing Dan Calladine comments,

“Surely no one will create a better marketing stunt this year than putting a car into orbit. It’s a perfect bit of synergy between the two of Elon Musk’s companies, and must have generated immeasurable PR coverage for the Roadster.”

He goes on to ask, is there a brand better at generating buzz? To which I would answer no. Why? Because every business Musk creates is designed to stretch the boundaries of the possible and is executed in way that captures people’s attention. When General Motors launched the EV1 in 1996 it gave us a jelly mold of a sedan; when Tesla launched its first car in 2008 it was with a flashy looking roadster. Now, not only has one of Musk’s companies created the world’s biggest rocket, that investment has been leveraged to create the biggest PR opportunity in the world.

To my mind this confirms that truly ground-breaking brands do not need advertising, provided people see the product or service itself as meaningful and different. Some companies manage to milk this opportunity for a long time because they continue to push the boundaries and make news, think Amazon and Tesla, while others find themselves coming up against competition that requires them to build salience with advertising not just rely on news coverage and word of mouth.


Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown

CNBC-TV18 and CNBC-AWAAZ, both part of Network18 Group, were awarded with the English and Hindi Business News Channel of the Year respectively, at the exchange4media News Broadcasting Awards (ENBA) 2018. CNBC-TV18’s ‘India Business Hour’ won the award for Best Business Programme (English), while CNBC-AWAAZ’s special programme for its GST coverage won the Best Business Programme (Hindi). Adding to the string of victories for Network18 at the awards night, ‘Awaaz Adda’, a news debate show on CNBC-AWAAZ, which highlights burning issues in the country, won the award for Best Talk Show (Hindi). Awaaz Adda competed with other talk shows on all General and Business Hindi News channels, making the victory even sweeter for CNBC-AWAAZ.

CNBC-TV18 and CNBC-AWAAZ have consistently maintained their positions as the top English and Hindi Business news channels in the country respectively, driven by their distinguished journalists offering insightful reportage, prominent experts and cutting-edge analyses of India’s financial, economic and business ecosystem. Recently, as per BARC India ratings for Budget Day, CNBC-TV18 garnered the highest viewership share for General and Business news channels combined, while CNBC-AWAAZ garnered the highest viewership share in the Hindi Business channel news category.

Commenting on the double achievement, Avinash Kaul, Managing Director, A+E Networks, TV18 and President - Strategy, Product & Alliances - Network18 said, "It's heartening to be acknowledged for our channels, CNBC-TV18 and CNBC-AWAAZ across two categories - English and Hindi Business News Channel of the Year. The credit for this success goes to the entire team at CNBC, who have put their best feet forward in terms of our editorial content. We would like to thank the ENBA jury for recognizing our efforts with such a prestigious honor. It encourages us to strive harder and attain even better results in 2018.”

Shereen Bhan, Managing Editor, CNBC-TV18 shared her views on the success saying, “At CNBC-TV18, we believe in daily improvement. We believe in nuanced debate, accurate reportage and providing actionable information. We value our profession as business news specialists and that guides our newsroom.”

Commenting on the win, Alok Joshi, Managing Editor, CNBC-AWAAZ & CNBC Bajar said, “With collective team effort, we have proven our excellence once again with our win at ENBA 2017. With this, we have not only reinstated our position as the leading Hindi Business News channel but have also competed against General News Channels and won two awards. We at CNBC-AWAAZ always strive to enrich the viewers’ lives by educating, empowering and engaging. This is recognition of the same effort. The credit for this win goes to our team, the ENBA jury which appreciated our work and most importantly, our viewers.”

GroupM, the media investment group of WPP, today announced its advertising expenditure (adex) forecasts for 2018. As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2018 is forecasting India’s advertising investment to reach an estimated Rs. 69,346 crores this year.

This represents a growth of 13% for the calendar year 2018 over the corresponding period in 2017. The report also estimated ad spending in 2017 as Rs. 61,263 crores, growing at 10%, as predicted by GroupM in February of last year.

Various industry estimates peg economic growth at 7.3% to 7.8% for 2018 as the benefits of GST- higher productivity and lower cost of goods sold- become apparent. This combined with key reforms already implemented, such as bank recapitalization, budget provisioning of non-performing assets and the Bankruptcy Bill approved by law, are likely to facilitate a recovery in consumer demand and private investment.

Speaking on the TYNY 2018 report, CVL Srinivas, Country Manager, WPP India and CEO, GroupM South Asia said, “As consumer sentiment stabilizes and spending increases, we estimate 2018 to be a relatively better year from an ad spend perspective. Growth in digital media will continue to outstrip other media but unlike most markets, India continues to see traditional media formats grow. After a couple of sluggish years, rural volumes are expected to pick up this year leading to increased marketing budgets. The structural changes witnessed in the last couple of years could pave the way for a more stable outlook in the coming years. We haven’t yet realized our full potential as an ad market but are headed in the right direction”.

Continuing urbanization and rising wages are supporting consumer growth in finance, durables, services and retail. E-commerce is becoming a key channel for FMCG, and ad investment is anticipated to increase in shopper and performance marketing. India is witnessing an increase in spending from rural markets, as sales growth at 1.5-2.5x of urban sales growth for major FMCG and consumer durable companies.

“Looking at the advertising industry worldwide, GroupM estimates the global advertising expenditure to grow by 4.3%, and APAC is anticipated to grow at 5.4%. Adding to the positive sentiment of the Indian advertising economy, Lakshmi Narasimhan, Chief Growth Officer, GroupM South Asia said, “India remains one of the fastest growing ad markets globally, and is among the top five countries that are expected to drive incremental investment in 2018. Our growth percentage is three times that of the global adex and more than double of the APAC growth percentage.”

GroupM estimates the Digital Adex to continue to grow by 30% in 2018 to Rs. 12,337 crores. Video advertising on digital is estimated to grow at 54%, as bandwidth improves and data and mobility device become more economical for the consumer.

As digital becomes 18% of the overall advertising spends in India, measurement and transparency become paramount. Last year, GroupM globally led the conversation on measurement and transparency in digital media, and released viewability standards that are higher than those stipulated by the Media Rating Council in the USA. In India too, GroupM is working with industry bodies, brands and publishers to adhere to a standard viewability index that would become integral to the digital ecosystem. Along with viewability, GroupM also held knowledge and training workshops for client teams, on mitigating ad fraud and assuring brand safety.

On the traditional media front, parliamentary elections in H1 2019 will stimulate advertising from the back half of 2018. Print will see a slight uptick in 2018 from the elections, with key markets in demand. The growth rate for newspapers is estimated at 4.2% with English papers growing slightly slower than Hindi and regional languages.

Television continues to be the largest medium, with its contribution remaining at close to 45% share. This year, the growth rate for TV is 13%, as there is growth in both volume with free-to-air channels as well as value with HD channels. In 2018, the last leg of cable digitization will improve quality of delivery to rural India, also driving viewership.

This year Radio is expected to grow at 15% which is higher than the last couple of years. This growth is predominantly due to the launch of new radio stations across the country. Other media such as OOH will witness good traction of 15% growth from premium transit sites. Cinema will continue to grow at 20% in 2018, as the infrastructure investment made last year will attract a larger audience to theatres for a blockbuster experience.

An overwhelming 53% of people say that work pressures prevent them from meeting with extended family members more often!

Britannia Good Day Indian Family Survey Report 2018 by Nielsen reveals startling causes and effects of changing family dynamics; and prompts Britannia Good Day to launch the ‘The Great International Holiday’ campaign

Does the idea of the Great Indian Family still hold true? Are grand gettogethers of grandparents, uncles, aunts and cousins around festivals and summer vacations, a thing of the past?

Britannia Good Day, the ‘Smile’ Cookie, the largest biscuit brand in urban India, commissioned the Indian Family Survey Report 2018 to dive deep and understand the changing patterns in the Indian family space better. The brand’s purpose of ‘inspiring moments of everyday optimism’ is firmly rooted in spreading smiles and the brand sought to unlock deeper insights on what is causing Indian families to smile and what is taking away those smile moments. The observations that emerged from the study allowed the brand to hone in on a unique, one- of- its- kind campaign, ‘The Great International Holiday’ promotion.

The survey was conducted by Nielsen among 769 respondents across six metros - Mumbai, Delhi, Bangalore, Chennai, Kolkata and Hyderabad, amongst a wide age group of 15- 40 year olds, Males & Females, NCCS A & B.

The Key takeaways of the study:

Section 1- Time spent with family on the decline; friends are the new family! Millennials and GenZ lose out significantly on creating strong family ties.

1. 1 in 2 people had not met family on festivals more than once in the last 3 years.

2. 1 in 2 respondents spend 30 days or lesser, in a year with their parents.

3. Time spent with grandparents on the decline. 40% of all respondents have spent 10 days or less in a year with them.

4. 76% of all respondents did not celebrate the last festival with extended family members.

5. Over 90% of people affirm that friends are the new family for Indians. Distance and paucity of time, key reasons for spending less time with family.

6. An overwhelming 53% of people said that work pressures prevented them from meeting with extended family members more often.

7. 89% affirm that WhatsApp has becomes the new ‘meeting place’ for families!

8. 1 in 2 millennials have spent less than 10 days last year with their grandparents.

9. Around 1/3rd of Gen Z’s across metros spend 10 days or less with their siblings in a year.

10. 1 in 4 Gen Z’s have not met their extended family members, like grandparents, uncles, aunts, cousins in the last 3 years.

11. Over 60% of Gen Z’s have not met their families more than once on festivals in the last 3 years.

Section 2- Are Family holidays a thing of the past?

1. 76% of working professionals have cancelled a family holiday at least once in the last 3 years. 60% of them claimed work pressure as the cause for the same.

2. Only 2 in 10 respondents have gone on a vacation with extended family in the last 3 years.

3. Over 90% of respondents have not gone on an international holiday with their extended family in the last 3 yrs.

Section 3- City- wise data points

1. Delhi spends the least time with their family, compared to the other cities

2. Mumbaiites get least time with their grandparents. 50% claim to have spent 10 days or less with their grandparents in the last 1 year

3. 4 in 10 people in Kolkata claimed to not know names of their cousins and other extended family members.

Mr. Ali Harris Shere, VP - Marketing, Britannia Industries Ltd., said, “In India, family is the most important institution that has survived through the ages. Ours has been a closely-knit collectivist society with emphasis on maintaining family and kinship ties across generations. The Family unit is a vibrant source of optimism, helping bring smiles in one’s life. But today, family ties are being weakened due to various demands on our time. We did this multi city research to understand the causes and effects of changing family dynamics and to determine how Good Day, which is consumed by over 30% of Indian households can play a role in bringing families together and spreading smiles, thereof.

He further added, “The survey re- affirmed our campaign’s approach of enabling families to come together and enjoy some precious time out by way of an international holiday. The initial response to the campaign has been overwhelming and we are confident of spreading many, many Smiles through this one- of- its- kind campaign”.

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