Brand Wagon

Amazon launches its first mobile-only video plan ‘Prime Video Mobile Edition’ in India

The company has partnered with Airtel for the first roll-out of the mobile edition plans available at an introductory price of Rs 89

All Airtel customers on pre-paid bundled packs get 30-day free trial of Prime Video Mobile Edition

Advertising volumes of Movies genre rose by 11% in 2020: TAM AdEx

Hindustan Unilever emerged as the biggest spender

HUL’s Dettol Toilet Soaps emerged as the most advertised brand.

Viacom18 appoints Kunal Gaur as chief commercial officer

In his new role, Kunal Gaur will be reporting into Rahul Joshi, MD, Network18.

Gaur will be taking over from Utpal Das, who has been at Viacom18 for over seven years.

Independent agency ^atom network becomes a part of ‘by The Network’

^atom network has joined the global network as the exclusive partner representing India and South Asia

by The Network is founded by the creative leader Per Pedersen

Castrol India appoints Jaya Jamrani as vice president, marketing

Jamrani will lead the marketing strategy for India across business segments, including forging strategic partnerships for growth

Jamrani has spent over a decade across various verticals in Castrol both in India and globally, after a stint with Unilever

Mankind Pharma ‘sshh away’ unwanted conversation around pregnancy in their #ShhNotOkPlease campaign

The campaign is conceived and executed by Logicserve Digital and aims to lift the perceived taboo around family planning and contraception

The campaign video was launched in Hindi and adapted in three other languages.

WATConsult launches ‘Bharat by WATConsult’

Through this new introduction, the agency aims to help brands shape and sharpen their approach towards leveraging this multilingual digital opportunity

The agency will be offering a holistic capability stack for local languages on digital

Eureka Forbes changes tack; rolls out new brand position backed by two sub-brands

The company will have a series of electrical equipment under --- Aquaguard and Forbes

The company claims that direct sale now accounts for about one-third of the business and continues to get smaller over time

Advertising volume dipped 3% in 2020 over 2019

In the first half of the year, ad volume declined by 18% y-o-y while in the second half it revived and grew by 12% over 2019

Hindustan Unilever was the biggest advertiser in 2020 with a 30% growth in advertising volume over 2019

Enormous Brands bags communication mandate for Jubilant FoodWorks’ Ekdum

The agency will strategise, plan and execute brand communications strategy for Ekdum, elevating its brand awareness

The agency plans to integrate innovation, content, and media, to deliver out-of-the-box ideas and develop a connect between the brand and its target group

Jeevansathi.com ropes in Parmish Verma for its social media campaign

The matrimony platform aims to reach out to the Punjabi audiences across North India and consolidate its leadership position in the North-West

The campaign communicates the ease of finding a soulmate through the platform

Work That Speaks | Ad Reviews | 4 to 10 Jan 2021

Brands that cut through: Tata Sky, IDFC Mutual Fund, Godrej Hit, Oreo, Paytm, Edelweiss Mutual Fund, Lionsgate, Tata Pravesh.

Brand campaigns that deserve to be in the spotlight this week.

Turning the page

Bookstores and publishers embrace digital to drive sales

Bookstore chains and independent book shops have pivoted to home delivery of books through tie-ups with delivery partners.

Non-meaty business

The market for plant-based meat alternatives is seeing some action, but soya products still command a big chunk of it

Globally, as per Euromonitor, the market for plant-based meat is worth $20.7 billion, and is set to grow to $23.2 billion by 2024.

Budget cuts lead brands to yesteryear actors

A survey of 110 companies conducted by the Indian Institute of Human Brands in July last year had found that brands expected top celebrities to drop their fee by 20-30%.

Besides cost-efficiency, experts also cite the proliferation of several new brands and categories as a reason for roping in yesteryear stars as endorsers.

How travel industry players can build brand desirability through digitised experiences

Despite the lack of travel activity globally, there is a steady interest and growing demand from travellers

Among those major changes that have arisen are an emphasis on social distancing, the lessened use of experiential marketing and adoption of safety protocols

How brands are leveraging sports marketing to build a stronger consumer connect

Fans are viewing matches – in the stadium (in the pre-Covid era), on their television sets, and now more so on-demand on their mobile phones

In 2019 alone there was a 31% jump in online gamers as per EY Media & Entertainment report

How online poker industry in India has evolved in the past decade

As per the industry reports, the online poker industry is presently growing at a rate of 35-40 % year on year.

The online poker industry is becoming one of the most popular sectors in India – not only for entertainment but also for making money.

How short video apps can be a strong catalyst for brands and influencers

The short video apps space is jam-packed with highly creative content, and today 7.2 out of 10 smartphone users have at least one short-video app.

The attention spans of consumers are getting shorter and shorter in this age of immediacy.

Soumitra Karnik quits dentsu

Karnik was CCO at dentsu Impact, dentsu India and Happy mcgarrybowen

Karnik joined the network in 2012 as the national creative director

Work That Speaks – Top 10 Ads Video Countdown December 2020

View the best Indian brand work from the month. Featuring: WinZO, Standard Chartered, Microsoft, Shaadi.com, TrueCaller, WakeFit, Happydent, Bumble, Kerala Tourism, Behrouz Biryani.

Brand campaigns that deserve to be in the spotlight this month

How audience measurement needs to evolve amidst changing video consumption landscape

A lot of big decisions related to the content and advertising value chains are substantially, even entirely, predicated on audience measurement

TV and Streaming are not zero-sum -- Evidence suggests that both can grow together

Blogger’s Park: 2020 is not cancelled

Why 2020 is too precious a year to go to waste

The pandemic proved that our requirements and necessities are not as sacrosanct and indispensable as we thought they were

Take 5: Gourav Rakshit, chief operating officer, Viacom18 Digital Ventures

The Hard Thing About Hard Things is one of his favourite books

Rakshit’s inspiration is Phil Knight

Pooja Nair joins Network Advertising as vice president, strategic planning

Nair comes with an experience of over 16 years and has worked in agencies like Ogilvy, JWT, Publicis

She has considerable experience in handling cross-category brands such as Huggies, Ponds, Bosch, Nutrela, Garnier among others
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