Our secret sauce is our ability to harness vernacular languages: Umang Bedi

In conversation with President, Dailyhunt, who recently won e4m Influencer of the Year award

exchange4media Staff 1 week ago

umang bedi

Umang Bedi, President, Dailyhunt, was awarded the exchange4media Influencer of the Year in November, 2018, for his pioneering efforts to scale a local language content platform. Even before Google and other digital platforms began focussing on vernacular as the key driver of the Internet in India, Dailyhunt had identified a need-gap and began work to create a robust platform for Bharat and Made in India. 

 

In an interview to exchange4media, Bedi spoke about how Dailyhunt as a platform was successful in harnessing vernacular languages and yet build a scalable platform that is supported by all technologies. Speaking about Dailyhunt’s vision Umang said, “Our mission is to be the Indic platform empowering a billion Indians to discover, consume and socialize with content that informs, enriches and entertains.” Edited excerpts:

 

What is your vision for Dailyhunt?

 

Dailyhunt aims to become the largest Indic platform empowering a billion Indians to discover, consume and socialize with content that informs, enriches and entertains in multiple formats. We aim to become the largest Indic platform in India by 2020. Hence, the vision is essentially a roadmap that we want to walk on.

 

Traditional definition of news has evolved, and, along with it, the way in which the news & entertainment content is consumed. Over the last year, we have pivoted strongly from text to video. We are adding various additional signals across discovery and socialize dimensions which help the consumer spend more and more time with us and we become more relevant to large parts of Bharat. 

 

Overall, this helps us serve immersive experiences across content genres; new age formats with razor sharp focus on video, wider distribution and deeper personalization for the customer so that we serve a meaningful and intuitive experience.

 

What role does advertising play for Dailyhunt?

 

Advertising is our only source of revenue. Before rebranding as Dailyhunt in 2015, our revenue came from content sales in the form of e-books and other small content pieces. We have been continuously investing in technology so that we can provide higher CTRs and flow-through rates for advertisers. We recently launched our self-serve advertising platform in Beta, which will help small businesses to grow. In the next 18 months, we plan to triple our user base; double the time spent and release five times more inventory, which we are looking to monetize in a big way through video advertising. At present, Dailyhunt has 157 million MAUs, we are poised to hit the 250 million users mark by June 2019.

 

With fake news remaining a major challenge, how is Dailyhunt differentiating the real from the fake?

 

At Dailyhunt, we tackle this challenge in multiple ways. We ensure that we only work with high-quality, known, large publishers; we then work around professionally generated content providers and license their content. Additionally, we also follow a publisher rating system, from views and feedback on whether the content is disturbing, or the imagery wasn’t accurate. We create a score, which is calibrated in real time for each publisher, and we transparently share that feedback with the publisher to differentiate real news from the fake easily.

 

What are some of the major challenges for a platform like Dailyhunt?

 

Our challenges are two-fold. The first challenge lies in the number of devices that are present in the Indian market. Today, there are nearly 350-400 million smartphones, growing at the rate of 30 per cent every year. Most Indians access the Internet via their mobile devices. However, in a country of 1.35 billion people, there are only 400 million smartphones. The growth of smartphones must happen much faster. The macro ecosystem challenge of adding more and more smartphones must be dealt with on priority. And, the second challenge is that we must continue to have more locally relevant content, as people are attracted to content in their local languages.

 

What are your thoughts on the growing Internet user base in India? How can Dailyhunt leverage it?

 

The Indian market has 400 million Internet users, making the country the largest online market today, second only to China. It has led to a sudden upsurge of low-cost smartphones and affordable Internet data. As per a report by Internet and Mobile Association of India (IAMAI), the number of Internet users in India is estimated to increase 1.6 times from 481 million in 2017 to reach 762 million in 2022. Driven by the government’s digital initiatives, this Internet growth has also percolated into rural areas, sometimes, even exceeding the content consumption in the metros.

 

There has been a massive spike in the number of digital-only consumers of content–an extremely favorable trend for a platform like ours. We will leverage our advantage of being an early adopter of the vernacular approach and learn from our experiences. 

 

How do you battle the duopoly of Facebook and Google, as it attracts almost 80 per cent of the digital ad spend, leaving very little for other platforms?

 

Global giants such as Facebook and Google have built great technology platform-based businesses employing the latest AI and machine learning technologies. The platform approach of these businesses gives them true scalability. Digital platforms that reached only 250 million people till 2017 were able to target the English language audience alone. As per the latest Google KPMG report, the future lies in the growth of India’s Internet, which is poised to reach 800 million people of which 600 million are going to be vernacular.

 

80 per cent of monetization across the print media happens for non-English publications. The report also states that 65-70 per cent of all advertising on online media will shift to vernacular, and we would find ourselves as the largest platform in that space. Therefore, we believe that our secret sauce truly lies in our ability to harness vernacular languages and yet build a scalable platform, which is supported by all the latest technologies. We would also focus our energies on adopting block chain technology and drive meaningful, personalized, intuitive experiences for local language audiences.

 

What key role can Dailyhunt play in the upcoming 2019 general elections? 

 

I would like to answer this in two parts. First, it is important to explain the rationale behind associating us with the theme of elections and second, I would like to elucidate the potential role Dailyhunt could play in an election-bound country.

 

It is crucial to note that Dailyhunt is one of India’s most prominent news and local language content applications with over 227 Million app installs offering 100,000 new news and content artifacts every-day in 14 languages licensed from over 1000+ publication partners. Over the years, our platform has progressed to become country’s fastest growing news app in the world adding over 15 million new MAUs for the last 5 months. With the recent #DailyhuntTrustoftheNation survey, best described as India’s largest and most definitive independent political digital survey conducted in the country, we accessed 95%+ of pin-codes of India with over 70% from tier 2, 3 and 4 every day. The resounding success of this survey truly reaffirmed our intention and overall objective of becoming a quintessential platform, a unique facilitator for online segment in a nation where large majority of people not just in urban areas but tier 2 and 3 cities and towns are hungry for more and more information in their own native language.

As far as upcoming elections are concerned, I would like to reiterate that our focus is to leverage our robust content partnerships and upgraded technological infrastructure and become one-stop destination for consuming news content from varied trusted news sources and help Indians make a choice as per their own understanding and political leanings. 

 

Do you consider other news apps as strong competitors in the market?

 

All kinds of digital platforms are yet to monetize. We are acquiring more MAUs and DAUs than any such player. We are adding around 10-15 million net MAUs on a month-on-month basis.

 

Only Google and Facebook, who today have a duopoly in the digital ad market, are the companies, which are following a strategy of acquiring and monetizing users. Today, the Internet is pivoting to local languages at a much faster rate than anyone can imagine. It is estimated that there will be 800 million people on the Internet, 600 million people will consume content in local languages while the English base, which is at 180 million will only grow to 200 million by 2022.

 

According to a 2017 report by KPMG and Google, “Indian Languages — Defining India’s Internet”, there were 234 million Indian-language Internet users and 175 million English users in 2016. By 2021, the gap between the two groups is expected to widen. Users of Indian languages are expected to more than double to 536 million, while English users will increase to only 199 million. 

 

In television, 90 per cent of advertising is vernacular. The Top 10 television channels are vernacular. Therefore, when the Internet hits the 800 million people mark – like the reach of television today, we expect most of the advertising to move to vernacular. We will keep employing AI, machine learning and deep learning technologies on vernacular users and focus on working on years of historic vernacular data.

 

What are your leadership tips for young entrepreneurs?

 

Push yourself to empower people’s lives and help them grow and achieve success. The idea here is to empower them to galvanize their passions and support them to grow. Identify a mission and be mission-driven, have a defined purpose and be crystal clear about the purpose.


 

 

 

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Britannia launches Crème Wafers; partners with Grey Advertising to create 2 commercials

The new product comes at the back of Britannia’s announcement to become a total foods company

exchange4media Staff 19 minutes ago

Britannia

Britannia Industries Limited on Thursday announced its entry into a new category with the launch of Treat Crème Wafers.

The product, which is a part of Britannia’s Treat portfolio, promises to deliver “fun- in- the- middle” of the mundane, and is available in popular flavours such as chocolate, strawberry, vanilla and orange. The products will be available in Karnataka, Tamil Nadu and Andhra Pradesh.

The new product launch comes at the back of Britannia’s announcement to become a Total Foods Company as it marks its 100 years milestone.

Speaking on the launch, Jayant Kapre, Business Head, Adjacencies and New Business, said, “Britannia is diversifying into more categories in macro- snacking, and with the introduction of ‘Crème Wafer’, we offer a quick on- the- go snack. We aim to be market leaders in a short span of time”

To announce the launch, Britannia partnered with Grey Advertising to create two commercials.

Speaking about the film, Gautam Bhasin, Group Creative Director, Grey Bangalore said, "The idea for the films came from the insight that children are great at spinning yarns. Their imagination is akin to the product attribute of wafers, one layer on another. So, in the film we let the kids create layers of fun, drawing a parallel to the structure of the wafer."

Campaign Credits:

Creative Agency: Grey Advertising

Chairman: Yashaswini Samat

Chief Creative Officer: Sandipan Bhattacharyya

Production house: QED Films

Director: Abhijit Chaudhuri (Dadu)

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

The mandate would be managed out of the agency’s New Delhi office

exchange4media Staff 10 hours ago

L&k saatchi & Saatchi

Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won by the Publicis Groupe-owned agency.

 

The mandate would be managed out of the agency’s New Delhi office and would span the gamut of offline and online mediums including television, print, outdoor, radio and digital.

 

Abhyuday Jindal, Managing Director, Jindal Stainless Ltd., said, “Our aim is to bring JSL close to the consumer’s heart, as a brand. We want the consumers to be aware of the versatility of the metal, the role it can play in their lives and that it is not just limited to industrial usage. This provides us with the task of reinventing the way we communicate about the brand and to do that, I whole-heartedly welcome Law & Kenneth Saatchi & Saatchi as our strategy and communication partner in creating this new approach.”

 

Commenting on the appointment, Ajey Shiledar - CMO, Jindal Stainless Ltd., said, "We are delighted to appoint L&K Saatchi & Saatchi as our creative agency. The team took pains and initiative to understand our business, as it straddles between B2B & B2C space; and will be working closely with us to develop an impactful communication strategy for India. We are confident that the strategy will enable us to build relevance in consumer’s life for Stainless Steel as a category, expand its usage and create preference for the brand Jindal Stainless in B2C as well as B2B space."

 

Anil Nair – CEO & Managing Partner, L&K Saatchi & Saatchi, added: “The ambition of redefining a category is challenging and exciting. And we’re looking forward to doing the work that is going to do deliver that.”

 

Jindal Stainless is aiming at a 9 per cent growth in volumes in the current fiscal driven by rising demand for stainless steel in the automobile, railway, transport, architecture and consumer durables industries. The group sold about 1.5 million tonnes of stainless steel in FY18 (2017-18).

 

Jindal Stainless ranks amongst the top 10 stainless steel conglomerates in the world.

 

 

 

 

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Fastrack launches new campaign film for Fastrack Reflex Wav

Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls

exchange4media Staff 1 day ago

FastrackReflexWav

Fastrack’s latest introduction to the smart category is the new feature-packed Reflex Wav. It’s the world’s slimmest smart band with gesture controls.

The need of hour for the youth is to be constantly in control in their lives. This band uses a simple gesture of twisting your wrist to bring alive the thought of – Its all in your hand. The film uses horror, the flavour of the season to bring out a very cutting-edge technology in light and Fastrack manner. Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls.

The film is set in an eerie campsite by the lake. The key protagonist, the girl, uses an Ouija board to call a spirit. The group of friends around are very skeptical initially on the presence of a spirit around. She seamlessly uses the gesture of twisting her wrist to change the music on her phone placed on a dock. The constant switching of songs adds to the eeriness of the surrounding. It makes the group of friends, especially the male protagonist believe the presence of something supernatural around and he instantly reaches for the girl for comfort. She smartly uses the gesture feature of Reflex Wav to prank her friends and is very successful at the end of it.

The commercial cleverly brings out the gesture control feature of the new Fastrack Reflex Wav in a funny and light manner.

Speaking about the campaign, Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories, Titan Company Limited said, “Fastrack has consistently endeavored to meet the ever-changing needs of the youth with offerings that aim to fulfill their growing aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. Reflex Wav gives them a first in the world experience with a gesture control technology. This feature helps one change music and take pictures with a simple twist of the wrist. The ad introduces this product feature in a very relatable and youthful camping set-up."

Commenting on the new product, Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited said, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner.

Arun Iyer, Chairman and Chief Creative Officer, Mullen Lowe Lintas Group, said, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”

While Hari Krishnan, President, Mullen Lowe Lintas, added, "Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life."

Campaign film:

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Himalaya Lip Care’s ‘Ek Nayi Muskaan’ campaign raises awareness for kids with clefts

The film has been created by creative agency Roadrunner Productions

exchange4media Staff 1 day ago

Himalaya

Himalaya Drug Company has launched a new campaign – ‘Ek Nayi Muskaan’ as part of its social impact initiative, ‘Muskaan. Through Muskaan, Himalaya Lip Care has been helping to raise awareness about cleft lip and palate and supporting free cleft treatment for underprivileged children, in partnership with international cleft charity, Smile Train.

“Ek Nayi Muskaan” is a heartwarming story of eight-year-old Munmun, who lives in a small village near Lucknow. She dreams of going to school, playing with friends, and living a fulfilling life like any other child. However, her untreated cleft lip has kept her in hiding. Even in her dreams, she can’t think of herself without a cleft and hence imagines wearing a mask to fulfill her aspirations. The film captures the transformational journey of Munmun, as she receives her life-changing cleft surgery.

The film has been created by creative agency- Roadrunner Productions. The catchy song has been sung by renowned actor and singer – Raghuvir Yadav.

Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said, “Through our partnership with Smile Train, Muskaan aims to help raise awareness about cleft and ensure that more children receive the cleft care they need at a younger age. A smile is an expression of happiness, and with “Ek Nayi Muskaan”, we intend to create more smiles by helping children achieve their dreams and live a fulfilling life. This initiative reflects our overall brand thought - “Khush Raho Khushaal Raho” that captures our vision of ‘Wellness in every home, Happiness in every heart’.”

Highlighting the need to generate awareness around cleft, Mamta Carroll, Vice President and Regional Director, Asia, Smile Train, said, “In India, more than 35,000 babies are born with a cleft every year, and around 6,000 are from Uttar Pradesh alone. Children with clefts not only live in isolation due to various myths and superstitions that exist in our country, but more importantly face difficulty in eating, breathing, and speaking. With support from our individual donors and organizations like The Himalaya Drug Company, these surgeries are taking place absolutely free of cost at Smile Train’s local partner hospitals. We are proud to be partnering with Himalaya as a part of this noble initiative and look forward to supporting many smiles together.”

Rahul Bharti, Creative Director, Roadrunner Productions, said, “This is the second Muskaan campaign for us and this time we wanted to take a different route all together. We wanted the audience to not just be sensitised towards the hurdle the young girl faces but to also become aware of the fact that a small step by the brand can have such a colossal impact on her life. To realise that neither dreams and aspirations nor the desire to look and feel beautiful ever be concealed.”

The film was launched at an event with actor and Smile Train ambassador Ali Fazal.

He said, “Children are pivotal to our future, and there should be nothing that deprives them of true happiness. ‘Muskaan’, the initiative of bringing forever smiles to children with clefts is an important and necessary cause that ensures a bright future for the children as well as their families. I am extremely happy and lucky to be a part of this journey of spreading happiness and smiles.”

Through the Muskaan initiative, more than 500 children have received cleft surgery to-date, the company said.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Nykaa and Peanut Butter partner to launch new ‘Beauty Anytime, Anywhere’ campaign

The campaign includes six slice-of-life films that tap into the nuanced consumer behaviour and focus on product category attributes and impulse purchase pattern of consumers

exchange4media Staff 1 day ago

BeautyAnytimeAnywhere

Nykaa and Peanut Butter have teamed up to kick-off ‘Beauty Anytime, Anywhere’ campaign with a series of digital ad films.

All six films have a relatable storyline, and feature situations that many of us encounter in our daily lives. The films convey their message with a sincere tone and simple storytelling; and with clean visuals and real characters, they give the viewers a sense of déjà vu. The idea was to use real-life situations to make the films very relevant and relatable.

Speaking about the campaign, Hitesh Malhotra, Chief Marketing Officer, Nykaa, “Today consumers prefer quick, bite-sized information and clever video content that packs in original flavour. Because consumers are continuously bombarded with irrelevant, nonsensical content 24x7, there's a lack of patience. We have managed to cut the clutter with our campaign and are extremely happy with how the films have turned out.”

Adding to this, Gulrayz Punjabi, Creative Head & Founder - Peanut Butter says, “We loved the idea of conceptualizing and creating these fun films to capture consumer quirks when it comes to making beauty buys. Nykaa's brief about the films was crisp and clear right from the beginning. When we first presented the film concepts, Hitesh was on-board immediately and contributed at every step in the creative process. Since these are byte-sized commercials, we wanted to keep the communication simple and straightforward. Peanut Butter managed to deliver quality films in a cost-effective manner.”

Ketki Lonare, Director of the films said, “We had a wonderful time working on these films. What got me hooked on to the project was that the communication was personal, frank and to-the-point. The films have a candid quality to themselves and have managed to effectively convey the message. We must add that Aayush Dua, EP for Peanut Butter was great in the production and we at Peanut Butter are grateful for the opportunity given to us by Team Nykaa.”

See the campaign films below:

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Thrive Global launches editorial campaign Believe

The launch was kickstarted by a conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja

exchange4media Staff 1 day ago

Thrive

Thrive Global India, the behaviour change media and technology company, launched its editorial campaign 'Believe', which will tell extraordinary stories of finding and nurturing belief in situations that at the outset appear bleak. This was kickstarted by an honest conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja.

 At JW Marriott in Mumbai, the evening began with an insightful panel discussion where bestselling author Amish and award-winning filmmaker Ashwiny Iyer Tiwari discussed the role of ancient wisdom in their lives and the importance of inner voice and self-confidence in battling life's challenges. Amish warned against the problem of multitasking and doing anything in excess. “We can't juggle all the balls. We have to prioritise what's important in life,” he said. Ashwini Iyer Tiwari spoke about the various roles women perform in their lives, the ensuing guilt, and the importance of taking time off for themselves.

 After the discussion, Arianna Huffington and Sonam K Ahuja transfixed the audience with a riveting discussion about rejection, staying authentic and centred. Sonam K Ahuja said, “As an artist, there is always a fear of judgement. Everything you put out there has to be validated and the only way to navigate it is by having an incredible amount of self-belief.”

 ‘Believe’ is a pressing and heartfelt initiative by Thrive Global India in a polarised world that is in need of “belief”. The campaign is focussed on embracing resilience, self-belief, drawing inner strength to fight challenges, and allowing hope to preside over the negativity in the world.

One such story of belief is of Niranjan Mukundan, India's leading para-swimmer, who was born with Spina bifida, but the disability was no barrier for the athlete who would wade tough waters to become a Junior World Champion. Multiple such stories of self-belief and resilience will be featured on the Thrive Global India's media platform in a dedicated section on www.thriveglobal.in.

On the launch of the campaign, Arianna Huffington said, “I am extremely delighted to announce the launch of the Believe Series. The campaign aims towards encouraging reflection and contemplation. The stories of self-belief and hope are exceptionally moving. These stories imbibe the message of always believing in yourself and with that you can said conquer the unknown.”

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Why the sudden rise in CCOs quitting and switching jobs?

With digital coming in, creativity has become far more complicated than it used to be

Misbaah Mansuri 2 days ago

cco vacancy

The last two weeks have witnessed a number of Chief Creative Officer (CCO) movements. Ajay Gahlaut recently quit as chief creative officer of Ogilvy North and deputy chief creative officer, Ogilvy India. Gahlaut is expected to join Publicis, replacing Bobby Pawar who is slated to join as Chairman of Havas Group, India in January.  Ashish Chakravarty quit Contract India to join McCann India as creative head while Sagar Mahabalaleshwarkar has taken on Chakravarty’s place at Contract.

The question here is, what has changed all of a sudden to lead to such a large-scale churn? As per the owner of a manpower search agency specializing in ad and media hiring, “It is a result of ad firms trying to reinvent themselves to keep pace with the rise of digital, which have upended the marketing business.”

With digital coming in, creativity has become far more complicated than it used to be. Agencies, regardless of their respective sizes, need to keep reviewing how they are coping (or not) with the digital wave. Hence, overhauling existing creative teams is one of the priorities, points out a former CCO turned independent ad-man. “Digital has, of course, changed a lot. Agencies are now creating hundreds, if not thousands pieces of creative, a month. This rise of social media and platforms in general has meant that creativity is more targeted than ever. So most large agencies are constantly re-evaluating the positions and talent pool.”

Dr. Sandeep Goyal, former President of Rediffusion and ex Chairman of Dentsu India remarks that there is paucity of talent at that level. "Most creative directors of certain seniority and stature set up creative shops of their own in recent years leaving fewer and fewer talent available for employment by agencies. " Goyal opines that the bigger problem is that these creative satraps also invariably carry some creative followers into their new agencies. So a lot of attrition and turmoil all around. "Network pressure today is simply how many global awards you pocket, how much new biz you win. Earlier it was not easy to quantity and compare. Now it is. Laggards are always under pressure. Quitting ‘for better prospects’ is the easy way out," he explains.

The job-list of a CCO entails supervising the creative team, directing their output, developing design concepts that further the company’s identity to anticipating the future direction of the industry using research and insight and bringing the company in fore of that trajectory.

Industry sources share that one of the biggest shifts has been the network-pressures, which can also be attributed to the high churn rate. “Agencies today are angling to ingrain themselves deeper within client’s businesses, to centralize themselves closer to the bottom line. The revenue streams are being attacked on various fronts which does lead to cost-cutting. One being given the polite exit signal under a cost-cutting mission is the ‘new’ normal in the business,” shared an ad-agency co-founder on condition of anonymity. 

Another source argues that in case anything goes wrong, a CCO is one of the most visible heads. Besides, a CCO who merely handles ad campaigns and branding consistency is a missed opportunity. “CCOs today end up being easier scapegoats if the business isn't doing too well. Infact, this person needs a seat at the table when executive business plans are being created and the leverage to present big interruptions and lead the team through strategic brainstorming too. This remains one reason they're likely to want to quit or switch their work culture," said the source.

Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Taco Bell introduces new Chickstar Wrap in #ItsTheNew campaign

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

exchange4media Staff 3 days ago

TacoBellChickStarWrap

The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco. For its third product launch in India, Taco Bell went bigger and bolder; and leveled up the customer’s food experience from the standardized fast food burgers, sandwiches and wraps.

Taco Bell announced the launch of its latest product innovation ‘Chickstar Wrap’, a unique form of star-shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces from the house of Taco Bell. This new product innovation has already proved to be a hit with anyone who enjoys a good burger or sandwich.

The Chickstar Wrap is unique right from its shape to the taste to the ingredients, that it deserved a launch campaign that was unlike any other food type. The brand has joined their consumer base in facing the unshakeable personal small-talk question of “Aur bata, what’s new?”.

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

Speaking on the campaign, Sidharth Shukla, Vice President & Head of Digital, Ogilvy Delhi said, "Our insight was based on the fact that for our target audience trying out experiences is essential. It comes out of a ‘want’ to discover new things and equally from a realization that there is nevertheless a certain rut which has seeped into day-to-day life.  An embodiment of these feelings, we felt, was reflected in the numerous “What’s up?” or “Aur Bata” questions that we receive as we go about our day – The Chickstar Wrap here is the symbolic answer, counter and come back to this question – putting a new spin from both a format and a taste perspective to a food item which has largely remained unchanged since we have known it.  The film remains true to the Taco Bell style that we are now so familiar with – slices of life, witty, young, all of which add to making it very relatable to the audience we wish to engage with".

Campaign video:

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Dentsu Webchutney launches 30 films for Platinum Days of Love’s new season’s collection

The series of 30 videos will be released daily, starting from November 23rd till December 23rd.

exchange4media Staff 3 days ago

PlatinumDaysofLove

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.

With evolving times, couple’s relationships and their expectations from love are also seeing a change. Modern relationships born out of this change now demand a better understanding of each other, respect for what each person brings to the dynamic, and a sense of individuality that doesn’t stop them from coming together. This ability to be oneself while being together is highly sought after and aspirational for young couples, but it isn’t easy to achieve. In fact, it’s rare.

The Friends:

Platinum Days of Love celebrates this very kind of modern love, one that is progressive, equal and rare, and their new collection is a reflection of this ethos.

This kind of rare love brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that comes in the way of love, they look at it positively. They know that despite the differences, what they share is rare.

The Cat-Lover:

To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolize rare love.

Commenting on the campaign, Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique.”

Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”

The Baby Conundrum:

Sujala Martis, Director- Consumer Marketing, Platinum Guild International said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on a true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practice, however, is hard and rare to find. A rare love like that deserves an equally rare metal platinum.”

The Biryani War:

This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on a purchase of platinum in-store.

The series of 30 videos will be released daily, starting from November 23rd till December 23rd.

The Hoarder:

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Lowe Lintas designs campaign to position Veedol's Take-Off as a youthful brand

The campaign focuses on innate characteristic of young Indians who challenge the status quo and set things right for the common good.

exchange4media Staff 3 days ago

Veedol

Veedol has launched a new campaign for its flagship brand Take-Off. Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the advertising campaign. Take-Off specifically caters to 2-wheeler riders in the country.


According to the Society of Indian Automobile Manufacturers (SIAM)'s report for FY2018, the Indian two-wheeler industry has crossed the 20-million unit sales milestone for the first time - registering a growth of approximately 15 per cent over the previous financial year. The road ahead for the two-wheeler industry looks very exciting and promising. Riding on the fast-growing two-wheeler industry, Veedol's launch of a new campaign for Take-Off appears to be particularly opportune.


The campaign film focuses on the innate characteristic of young Indians who challenge the status quo and set things right for the common good. The narrative is woven around these purposeful youth of today who see themselves as agents of change, with the inherent power, confidence and intent to make a difference to the society as a whole. Positioning Veedol as a modern, youthful brand, 'For The Young Engines of India' acts not just as a new advertising slogan but celebrates India’s energetic youth who equitably represent the brand's values.


Commenting on the campaign, R N Ghosal, Managing Director, Veedol India, said, “The campaign showcases Veedol’s full range of motorcycle and scooter engine oils in an upbeat, youthful ambience with an over-riding sense of purposeful action built into the narrative. This would go a long way in enhancing Veedol’s imagery, in step with several other brand interventions we have undertaken recently like the launch of the new international packaging. I believe that this campaign is an important milestone in positioning Veedol as a vibrant and youthful brand of choice for emerging consumers”.


Janmenjoy Mohanty, Regional President, Lowe Lintas, said, “While tuning into the larger India story, we were looking for a youth truth that would suitably reflect the current dynamic. Our search led us to the fact that young people are self-starters, who will not wait for things to happen, but effect change themselves. That is what makes them the ‘young engines’ of a fast-changing India. A belief we reflect in the new communication for Veedol.”


D K Guha, Executive Director, Lowe Lintas, added "Veedol’s new international packaging, as well as the introduction of high-performance oils, provided the perfect moment for launching the new campaign. Set against the backdrop of a young and restless India, the campaign captures the youthful energy and attitude of the millennials - the driving force behind the nation."


The campaign is being actively promoted online and offline.

 

CREDITS:


Agency: Lowe Lintas

Creative: Janmenjoy Mohanty, Abhishek Deshwal, Surajit Chakraborty

Account Management: DK Guha, Subhabrata Roy, Nibedita Ghosh

Account Planning: Anurag Prasad, Punit Singh

Production: Finger Print Films

Director: Rajay Singh

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.