Month: December 2022

Media Mavens: ​Embracing advertising in a privacy-first world will become critical, says OMD India’s Anisha Iyer

Media agencies have predominantly held a niche status in the advertising world and have always placed a greater emphasis on the true value of meritocracy in hiring and honing individuals who bring their spark of brilliance to the table. Over time, playing to these strengths has seen some of the best minds emerge in the ecosystem.

Anisha Iyer, CEO of OMD India on changing ways of doing business at media agencies are more than just talent agents.

Giving legacy personal care brand Medimix a modern makeover

The Indian beauty and personal care (BPC) market is the 8th largest in the world with a total value of $15 Bn and is growing at ~10 percent, as reported by Euromonitor International. Natural ingredients and ayurveda has emerged as a strong trend with global companies such as L'Oréal are also joining the bandwagon and launching herbal products. This is also because consumers are more aware and conscious about ingredients.

How Medimix shed its medical product image to appeal to newer generations of consumers.

The Great Indian Ad Battle: Unheard stories of Perfetti Van Melle-owned brand Happydent’s Palace commercial

The Happydent Palace commercial was chosen as one of the top 20 ads of the 21st century by the international Gunn report. Image Credit: Illustrations by Animagic India’s Chetan Sharma.

Perfetti Van Melle India’s Rajesh Ramakrishnan, McCann Worldgroup India’s Prasoon Joshi, and Equinox Films’ Ram Madhvani get nostalgic.

ShareChat report: Hindi speaking audience favours Romance and Relationship over other content genres

ShareChat, a leading homegrown, multilingual social media platform, revisited the consumption patterns of the Hindi-speaking audience in 2022, with a special focus on regional viewership trends, popular genres, and the overall sentiment. ShareChat unearthed interesting findings.

Thousands of users choose Hindi as their preferred language with 43.6 percent of the Indian population using Hindi for daily communication.

Clutter Breakers: Cadbury Dairy Milk and Ogilvy India develop algorithm to deliver happiness

Cadbury Dairy Milk along with Ogilvy have created a new social media algorithm that automatically filters and finds videos with happy hashtags that have low views counts and likes. These videos are then available to see on Cadbury's Instagram handle under a special section.

Cadbury Dairy Milk along with Ogilvy India have created an algorithm that boosts videos with happy hashtags that have low views counts and likes.

GroupM promotes Navin Khemka, Sonali Malaviya for new roles at EssenceMediacom South Asia

Navin Khemka will report to Prasanth Kumar, CEO – GroupM South Asia and Rupert McPetrie, CEO – EssenceMediacom APAC. Sonali Malaviya will report into Khemka.

Khemka and Malaviya will work together to bring additional specialisations such as e-commerce, addressable content, and digital OOH, to the agency’s offerings, along with other responsibilities.

Post-Covid Indians spent 11 billion minutes travelling in Ubers

Delhi-NCR witnessed the highest number of trips in the country; it also had the highest number of office-hour strips further corroborating the fact that most Uber trips were booked between 5-6 pm.(Representational image: Aleksandr Popov via Unsplash)

The analysis declared Saturday to be the most popular day for booking an Uber and October being the most popular month for Uber Connect due to the festivities.

YouTube bets on educational content and learning; What does this mean for the marketing community?

While educational content has been available on YouTube for several years, making it an open and free university of sorts; the platform's latest move to boost educational content will allow creators to provide viewers with a more comprehensive, structured learning experience. (Representational image: Siora18 via Unsplash)

Marketers today have the appetite for upskilling to stay relevant. This could result in more sign-ups for “YouTube University”

Meme Marketing 2023: How memes become weapons of virality in a brand’s marketing arsenal

Meme marketing, is an increasingly popular category that brands have begun to focus more on in the last couple of years as a result of the forced digitization due to the pandemic. In India, the number of internet users grew substantially during the lockdown. With nothing to do other than consume tons of content, memes gained immense traction and became a dependable source for marketing. (Representational image by Justin Lim via Unsplash)

With social media roles requiring meme creation as a necessary skill and with the growth of meme marketing agencies, can memes become a key mode of marketing communication for brands?

Simply Speaking: Loyalty – A mirage or a fountainhead?

Brands earn loyalty by distinguishing themselves with their actions. The decline and death of brands has been predicted with every disruption whether private labels, ecommerce or near perfect information availability. Instead we find top brands are strengthening their positions across industries. Loyalty is not dead, only the ability to create loyalists is wanting, writes our columnist in this week's Simply Speaking. (Representational image: Artem Beliaikin via Unsplash)

Marketers who can’t earn customer loyalty declare that it is dead.