13 November 2019 18:52

MediAvataar's News Desk

MediAvataar's News Desk

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Wednesday, 13 November 2019 00:00

Re-envisioning Email with Hiver 2.0

Hiver, a leading email collaboration solution for teams, has launched a new and improved version of the product called Hiver 2.0. Packed with powerful enterprise feature and an all-new user interface, Hiver 2.0 promises faster collaboration and more productivity for teams.

The new user interface represents the company’s reimagined approach and commitment to delivering the industry’s most complete and innovative collaborative Gmail platform to the market. The new UI has been designed to make it as easy as possible for the users to find information, which means fewer clicks and less time wasted on managing emails.

In addition to the UI, Hiver has launched powerful features like Views and Customer Satisfaction Surveys that enable users to save a combination of filters, and gauge the satisfaction score of customers, respectively.

Over the past eight years, Hiver has grown from strength to strength as a shared inbox solution for Gmail and GSuite. As of today, more than 1,500 companies of all sizes from over 30 countries use Hiver every day to manage their team emails, some of which include Canva, Harvard University, Shutterstock and Hubspot.

Commenting on the reimagined approach, Niraj Ranjan Rout, Co-founder and CEO of Hiver, said, "In order to enable seamless collaboration, organizations need to concentrate on people, procedure and innovation at the same time. We, at Hiver, have created a platform that enables people to seamlessly collaborate with one another over email. Hiver 2.0 will make it even easier for teams to work together on email."

This unique and modern-day stock simulator game will aid players to understand and experience the intricacies of the stock-market using virtual currency 

Moneycontrol, India’s leading financial platform, introduces a powerful, modern stock simulator — Moneybhai; a unique investing simulation platform aimed at giving an opportunity to learn trading by experiencing markets in real time with real data using virtual currency. The platform seeks to provide hands-on experience & learnings of the market by allowing users to make risk-free investments.

With an aim to inculcate the quality of risk-taking and to advocate the ability to learn finance, the investing stimulation platform targets newly turned investors in the age-group of 18- 34. It will use real data from stock markets to reproduce the experience of using a real online brokerage account. The functioning of Moneybhai will see every player receive virtual money of INR 1 crore in their portfolio account with a maximum limit for trading set at INR 1 crore per day. With the use of their capital, these players will be able to invest in different assets like commodities, mutual funds, fixed deposits & shares. Should one not like their trading options and decisions made, Moneybhai will also give users the liberty to reset their portfolio back to the original price of INR 1 crore.

Moneybhai provides a host of unique features which promises an interactive and engaging trading experience for the users. They include:

· My Investments – Featuring the portfolio, transaction history and profit and loss statement, this feature provides the players access to all information related to equity, debt and the mutual funds that they invest in

· Transact - This section aids in investing into different asset classes across equity, debt and balanced funds as preferred by every user

· Leagues – Enables the users to invite their friends to form a league, allowing a small group or community to compete against each other

· Leaders - Highlights the players who are currently leading the table

· Learn - Educates the players on the basic investing strategies of the stock market

· Rules - This section displays the rules to play the game

Speaking about Moneybhai, Gautam Shelar, Business Head, Moneycontrol, said, “Moneybhai is yet another attempt towards preparing and informing our users about the financial know-how of the Indian stock market, in a secure artificial setting. Moneycontrol has been able to stay ahead of the game through a host of innovations and services using the best of technology. Taking into account the ever-changing preferences of our audiences, the modern-day stock simulator seeks to make it a seamless and interactive user experience. The extensive information produced by us, which is at the users’ disposal, will continue to educate our users. This will lead to them eventually being prepared for trading in the real stock market over the due course of time and aid them towards making better investment decisions.”

Mr. Uday Shankar, President, The Walt Disney Company Asia Pacific and Chairman, Star and Disney India delivered the AAAI Subhas Ghosal Memorial Lecture 2019 at Four Seasons, Worli, Mumbai to a glittering audience consisting of Who’s Who of the Media, Advertising and Marketing World.

Prominent amongst the audience were Aroon Purie, Editor-in-Chief India Today Group; Vijay Darda, Chairman & Editor-in-Chief Lokmat Media Ltd and Member of Parliament; Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia; Shashi Sinha, CEO - IPG Media Brands and Treasurer, The Advertising Club; Anupriya Acharya, CEO, Publicis Media India; Vikram Sakhuja, Partner & Group CEO Madison Media & OOH; Brahm Vasudeva, Chairman, Hawkins Cookers Limited; Ambi Parameswaran, Founder, BrandBuilding.com; Gerson Da Cunha, Renowned Actor and Writer; Megha Tata, MD - South Asia, Discovery; Bharat Patel Ex- CMD P&G; Bharat Dabholkar; Dolly Thakore and Ramesh Narayan.

Outlining why he has been in media for 30 years and continues to be so, Mr. Uday Shankar said, “My career, first as a journalist and then as a broader media professional, let me observe and understand this country deeply, objectively and uniquely. As I slowly discovered, my profession also equipped me with an ability to impact this country and its people – both individually and collectively – in a way that few, if any other professions could have. It is the media – the journalists; the advertisers; the story tellers who enable us to make sense of the world. My 30 years in the media industry feels like I am just getting started because it has allowed me to not only understand and experience India in an unbelievable way, but over the years we have become change agents for India.”

Mr. Prabhakar Mundkur, a veteran from the advertising world and currently Brand Strategy Advisor, reminisced about Mr. Subhas Ghosal, the Advertising man and gave the audience an insight into what made him an outstanding Advertising man and a leader that the entire Advertising industry loved.

Says Mr. Sam Balsara, “On behalf of Subhas Ghosal Foundation, I want to thank Mr. Uday Shankar for kindly agreeing to deliver the Lecture and delivering an outstanding, enlightening and thought provoking one. I also thank the audience, for coming in large numbers to keep the memory of Subhas Ghosal alive, many decades after his passing away. I also want to thank Avinash Pandey and ABP Live, because of whose graceful support, the Lecture was made possible”.

Online brand building compensates for declining TV and magazine audiences

Beauty adspend to strengthen throughout 2019-2021 after two years of decline

Internet advertising overtook television as the biggest medium for beauty in 2018, and will attract 50% of all beauty adspend in 2021

China is the biggest beauty ad market after early adoption of e-commerce advertising

Growth in global beauty adspend will rise from -1.2% in 2018 to 2.7% this year, and will reach 4.7% in 2021, according to Zenith’s Beauty Advertising Expenditure Forecasts*, published today. This acceleration of growth will be spurred by the global expansion of e-commerce advertising and the improved supply of premium digital environments. Beauty adspend will total US$14.4bn this year, and reach US$15.8bn in 2021.

Beauty adspend has struggled in recent years as magazines and television – traditionally favoured by brands for their ability to evoke emotional connections with consumers through bold imagery and high production quality – have lost audiences to the internet. While these channels are still valuable, circulations have declined for many years and ratings are now falling in key markets.

Magazines commanded 21% of beauty adspend in 2014, but fell to 13% in 2018, though that’s still high compared to their 4% share across all categories. By 2021, magazines will account for 8% of beauty adspend versus 3% for the market as a whole. Television’s share of beauty adspend dipped below 50% for the first time in 2016, and fell to 40% in 2018, while accounting for 31% of adspend across all categories. It’s forecast to fall to 35% by 2021, compared to 27% for all categories.

The beauty market is becoming more fragmented, and brand loyalty is harder to maintain as the number of brands grows. Incumbent brands are facing competition from new competitors: direct-to-consumer (D2C) brands, eco-brands and retailer-owned brands. Many of these new brands, particularly D2C, have sought growth through targeted promotions, without investing in the mass-reach brand building that typically drives beauty adspend growth.

This combination of shrinking audiences and new competition from new brands that don’t try to build mass reach has led to sustained weakness in the beauty ad market. Overall, beauty adspend only grew once between 2014 and 2018, and that was by just 0.9%, in 2016. Beauty adspend fell by 1.2% in both 2017 and 2018.

This situation is beginning to change as digital platforms, like Instagram, increase the supply of high-quality environments, connect brands with image-conscious consumers in places where they search for inspiration, and attract more of these brands’ budgets. Meanwhile, D2C brands are finding that there’s a limit to the market share they can win without creating mass awareness, and many are beginning to invest in traditional brand-building campaigns.

E-commerce sales are rising rapidly; beauty brands are increasingly forming partnerships with retail platforms as retailer media becomes more available or creating their own D2C platforms. These are not complementary investments: spending on retailer media can cannibalise D2C sales, and vice versa. Brands need to choose which of these two routes to e-commerce they embrace.

This growth in online brand-building and e-commerce advertising is stimulating rapid growth in beauty brands’ internet advertising, and growth in beauty adspend overall. In 2018 internet advertising overtook television to become the largest advertising medium for the beauty category, and sustained double-digit growth is expected through 2021, when it will account for 50% of all beauty adspend.

Despite the rise of e-commerce, the majority of beauty purchases are still made in bricks-and-mortar stores. While consumers may browse online, most want to experience a product before buying it.

“Brands need to work with retailers to create more in-store experience opportunities, and use new technology like Augmented Reality to create digital brand experiences that allow consumers to try before they buy online,” said Matt James, Zenith’s Global Brand President. “By tying together their e-commerce and in-store experiences, beauty brands can lead consumers down the path to purchase more effectively.”

Consumers expect brands to have ethical supply chains and sustainable products, and will call out those that don’t on social media. Demand for plant-based products and eco-friendly packaging is rising rapidly – sales of vegan beauty products rose 38% in the UK last year – and is expected to continue.

“People are much more conscious about understanding where the products they use come from and how they are tested” said Tamina Plum, Global Head of Clients at Zenith. “Brands that commit to meeting their customers’ expectations will be able to win their loyalty.”

“Brands in the beauty category are continuing to move their budgets to internet advertising to take advantage of its dual combination of effective brand building and a direct channel to sales,” said Jonathan Barnard, Zenith’s Head of Forecasting, “Nevertheless, television and magazines will remain important to beauty brands and attract a considerably higher share of beauty adspend than across the market as a whole.”

China leads by total spend, while India leads growth

China is the leading market for beauty adspend, with an estimated US$6.2bn in 2019. This is unusual; for the ad market as a whole, and within the automotive and healthcare categories Zenith examined earlier this year, China is second behind the US. Beauty retail sales grew faster than any other large category last year due to heavy demand and rising interest in the male beauty sub-category. Early adoption of e-commerce advertising is the main driver of China’s strong beauty performance. It’s grown for more than a decade and continued investment is expected to boost beauty adspend to US$6.9bn by 2021. Chinese tourists also help shape beauty ad markets in other countries by attracting targeted advertising in airports, shopping centres and other high-traffic areas.

The US is the second-largest market, spending US$2.6bn on beauty advertising in 2019. US beauty advertising is still focused on television and magazines, where 40% and 37% of budgets will be spent this year respectively, while 23% will be spent on internet advertising. Beauty brands are only just beginning to unlock the value of e-commerce advertising, and there is huge potential for growth over the next few years, allowing the US to narrow the gap with China.

India is the fastest-growing market for beauty adspend, and is the only market that hasn’t suffered at least one year of decline since 2014. Zenith forecasts 19% average annual growth to 2021. India has the least mature market – accounting for 0.3% of GDP, less than half the global average of 0.7% – and is therefore developing quicker, lifting beauty adspend rapidly along with other categories. Among all the markets growing in the survey, India is also the fastest growing for advertising as a whole.


* This report is Zenith’s first exclusive survey of beauty advertising in 14 key markets across the world: Australia, Brazil, Canada, China, France, Germany, India, Italy, Russia, South Korea, Spain, Switzerland, the UK, and the USA. These markets account for 77% of global adspend across all categories and are representative of trends worldwide.

Tuesday, 12 November 2019 00:00

MediaCom wins media mandate for Parle Agro

Account won post a rigorous multi-agency pitch

Following a competitive multi-agency pitch that lasted for well over 3 months, Parle Agro, the largest Indian beverage company has awarded its media mandate to Group M’s media agency MediaCom India.

As the full form AOR for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media including its key brands – Frooti, Appy & Appy Fizz in India. The mandate is for the Indian sub-continent with a total media value of Rs. 200 Crores.

Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “We are happy to have MediaCom on board. As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies.“

Commenting on the win, Prasanth Kumar, CEO, Group M South Asia, said , "First, massive congratulations to Mediacom on the Parle Agro business win. It’s a very special moment for us. It is a fantastic opportunity to work on the portfolio of iconic brands across the Parle Agro group. And am confident Navin and his team will continue to bring in their collective experience and leverage our network’s strengths to deliver the best for Parle Agro’s portfolio of brands."

Navin Khemka, CEO, MediaCom South Asia, added, "Parle Agro has a long and illustrious history – it has established leading household beverage brands by creating innovative and iconic products for over 34 years. We are completely in sync with their philosophy – and what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers. "

The account will be managed and supervised from the MediaCom Mumbai office. MediaCom will begin working on the account from December 2019.

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