Social media has emerged as a robust platform for marketing, direct, subtle or indirect for almost all consumer brands. However, monetising it is quite challenging, experts said at the panel discussion “Future of Connected Devices and Cross Channel Measurement” on Day 2 of the Goa Fest.

The session was moderated by Rajdeep Sardesai, Consulting Editor of India Today Television and attended by panellists Geet Lulla, VP of Sales & Head Asia Pacific, Comscore; Pankaj Krishna, Founder and CEO, Chrome DM; and Salil Kumar, CEO, ITGD.

This session drove conversations around the future of connected devices, which allow seamless integration of various smart devices, enabling effortless communication and data sharing between them. Cross-channel measurement has become increasingly sophisticated, providing comprehensive insights into user behaviour across multiple platforms and touchpoints for more effective marketing strategies.

“However, measurement is now moving from a monolithic approach to a fragmented approach, which needs to be reported frequently because data by itself is meaningless without context,” said Lulla. He added that there are over three billion people on social media, yet monetising it is still a challenge yet.

During the debate, Krishna presented his findings on the incremental reach of digital media in India, which consists of three components: browsers (223 mn), mobile devices (619 mn) and connected TVs (22.1 mn).

Kumar, too, made an important addition to his conversation about data monetisation.

The panellists also accentuated the importance of clarity, wherein the measurement is concerned, as well as collaboration with regard to the real-time consumption ecosystem.

Sardesai raised the issue of controversial TV media measurement, which has pained channels for a long time. Lulla pointed out that we still have a traditional approach of sampling households for TV measurement.

Krishna hoped that in the future we might have some programmatic system that can do real-time bidding according to the flow of breaking news that comes in at that point in time.

Goafest kicked off on Wednesday 25th May. The theme this year is "The Future of Creativity." The three-day annual festival will continue till 26th May.

mSix&Partners has won the integrated media mandate for Dr. Reddy's OTC Business. The account will be managed by the agency's Mumbai office, which will leverage its data and tech-driven approach to drive business growth for the client through targeted and effective media planning and execution.

With a focus on maximizing ROI for the client, mSix&Partners plans to use its vast experience in media planning, execution, and measurement to craft solutions that resonate with Dr. Reddy's regional audience.

The mandate will focus on crafting detailed micro-marketing solutions with a clear focus on the regionalization story for Reblanz ORS brands.

Commenting on the win, Subhamay Mukhopadhyay, Managing Partner, mSix&Partners India said, "We are thrilled to partner with Dr. Reddy's and bring our data-driven approach to the table. As a data and tech-driven agency, we understand the importance of driving business growth through bespoke, dedicated, multi-disciplinary teams that closely partner with our clients. Our data-driven approach is what sets us apart, and we're excited to bring that to the table for Dr. Reddy's. We look forward to adding value through our expertise in media planning and execution to deliver on the client's objectives."

Nigel Saldanha, Head of Marketing OTC, GG India for Dr. Reddy’s, said “ We are on a very interesting journey in building an OTC business at Dr. Reddy’s GG India, and at this juncture, having the right partners on board is of paramount importance. After rigorous evaluations, we are happy to award the integrated media mandate to mSix&Partners India and look forward to accelerating our ambitions through this partnership."

Aditya Birla Capital (ABC) has appointed DENTSU CREATIVE India as its Lead Brand Communications Agency. The account will be serviced from the agency's Mumbai office.

As per the mandate, DENTSU CREATIVE India will manage the creative services for ABC - the corporate brand, and five of its subsidiaries. This includes developing and implementing advertising campaigns across various mediums to enhance the brand's communication and messaging.

Darshana Shah, Head of Marketing and Customer Experience, Aditya Birla Capital said, “DENTSU CREATIVE India has been a longstanding partner of ABC, and I am pleased to have them as the brand's retainer agency across our numerous lines of business. This year, we have accomplished some truly exciting projects, with a sharp focus on our health insurance, life insurance, and mutual fund businesses. Collaborating with DENTSU CREATIVE has been an absolute delight, as their dynamic and enthusiastic team shares our vision of propelling the brand forward in the new digital-first consumer era. Together, we aim to leverage the trust associated with our parent brand, Aditya Birla Group, and bring the brand ABC to the masses in India. Our goal is to simplify their financial needs and become trusted a partner throughout their life stages. I am looking forward to the remarkable outcomes that this partnership will yield."

Commenting on the partnership, Indrajeet Mookerjee, President – South & West, DENTSU CREATIVE India added, “We are delighted to be working with Aditya Birla Capital and to have won the mandate as the lead ATL agency. This reflects the trust that we have built over years of collaboration on key projects spanning mutual funds and health and life insurance, including the celebrated 'Dear Money' campaign, which was a defining chapter in Aditya Birla Capital's communication journey. The confidence shown in us is a testament to the modern and creative solutions that DENTSU CREATIVE incorporates across businesses. We are truly honored to be a part of this journey and look forward to achieving many successful business and creative outcomes together."

Aalap Desai, Chief Creative Officer, Creative Experience, West, DENTSU CREATIVE India commented, “We have had a great history of collaboration with Aditya Birla Capital, and it is truly an honor to now officially join forces with them. Working with a fantastic brand team that is in sync with our own team is refreshing, rare, and valuable. It almost feels like we are one team working towards the common goal of creating memorable work that resonates with the audience. Aditya Birla Capital has always been inventive in presenting real solutions to real challenges in the financial services industry, and we at DENTSU CREATIVE take pride in offering the perfect balance of strategy and creativity.”

Larah, the opalware brand by Borosil, has undergone a change in brand identity and positioning. The brand aims to target modern Indian women who multitask and strive to excel in every aspect of their lives.

With the theme "My Home, My Way," Larah emphasizes women's choices, efforts to showcase their personality and commitment to making healthy, savvy, and sustainable choices for their homes and loved ones. The brand's new immersive experience includes a new logo featuring a deep aubergine hue, which represents self-assurance and confidence - virtues that embody today's women.

Regarding launching the new identity and campaign, Barnali Shankar, Senior General Manager (Marketing) at Borosil Ltd., said, "We are extremely excited to reposition Brand Larah. We aim to recognize modern Indian women, their values, and their commitment to their homes and loved ones. Our brand values are rooted in confidence, aspiration, and sustainable choices. We are proud to play a part in empowering Indian women and recognizing their dedication."

In addition, the brand has reworked its packaging design to be easily identifiable while on store displays. Customers can easily navigate and get what they want, as the packaging is standardized across ranges but differentiated to cater to various styles. Larah's new brand positioning is all about enjoying moments with its products. The brand offers a wide range of dinnerware and serveware options to suit various occasions, each providing a happy and beautiful reflection of its users' true selves.

The brand will roll out its changes in packaging design, POS, and online digital communication, with a renewed commitment to empowering and recognizing the value of modern Indian women.

Tata Salt is every Indian mother's ally in raising a strong and sharp nation through her children

Tata Salt has unveiled a campaign titled: ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’, which aligns with the brand’s core theme of 'Desh Ki Sehat, Desh Ka Namak’.

At the heart of the campaign is an endearing film depicting a caring mother engaged in a conversation with her daughter during mealtime. Expressing her concerns about her daughter's science project, scholarship, computer exam, and school contest, the mother receives a reassuring response from her confident daughter, who also happens to be the school captain, singing, "No problem Mummy, no problem!"

Speaking about the campaign, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, "Tata Salt is unwavering in its commitment as a guardian of the nation's health. We understand that the right amount of iodine is essential for a child’s mental development and strive to provide this in each and every bag of Tata Salt .. aakhir 'Tez Baccho Se Hi Toh Tez Desh Banta Hain'.."

The ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’ campaign by Tata Salt is slated to roll out on various media platforms, including television, digital, and social media channels.

For this year’s Cannes Lions 2023, BBDO has sent some of its landmark campaigns to the festival of creativity. Let's take a look at the entries.

Silent Separation #ShareTheLoad | Ariel 

In its 8^th year of getting men to share the load at home, Ariel, India’s leading detergent brand, decided to dig deeper. While the divorce rate in India is only 1%, 65% of women feel an emotional distance from their spouse. And 81% of women feel that unequal distribution of chores has affected their relationship over time.

To make men aware and act, Ariel launched 'See the signs of silent separation'. We triggered the conversation with a film that introduced a new term called ‘Silent Separation’. 

Silent Separation – The emotional distance that creeps into marriage because of inequality at home.

When a father opens-up about his marriage, his sensitive and empathetic daughter is moved to tears. She tells him that mom has been giving and giving for so long, that maybe she has just given up. This makes the father realize that he ended up taking his wife for granted. He apologizes to his wife and commits to be an equal partner.

 At the end of the film, Ariel urges men to see the signs and share the load. The message got amplified by the immense coverage it received. Over 1100 publications covered the film across 45 countries. 

Taking things a step further, we reached out to a group of untapped influencers – the house help. A hundred house helps came together and unearthed the unspoken signs of silent separation they had witnessed. 

And taking a cue from the film, we organised a mass re-proposal, where married men went down on one knee in front of washing machines and took a vow to be equal partners.

The brand’s commitment to the cause unlocked massive brand preference and consideration, and also had a positive influence on the society. 

1.4 billion earned impressions 

150 million views across platform 

More than 90% of couples agree that doing chores together will improve their relationship. 

2.

See Equal #ShareTheLoad | Ariel

See Equal #ShareTheLoad is the fifth phase of the longest running movement against gender inequality at home. The campaign was celebrated at Cannes 2022 with a Lion and 4 shortlists, and is invited for creative effectiveness this year, as a campaign that has not only unlocked massive brand preference and consideration, but also had a positive influence on the society. 

A World Economic Forum report says gender equality is 135 years away.  Which means no woman alive will see gender parity in her lifetime. 

To accelerate the pace of change, Ariel took a more defiant stand. In a country where women are conditioned to never challenge their husbands, the wife confronts her husband and asks why men like him can share the load with other men but not with their wives, is it because they never saw women as their equal?

See Equal #ShareTheLoad was a bold new tone for the country, and it created instant news. It triggered millions of uncomfortable conversations. 

To further catalyse the movement, Ariel made a confession on the front page of leading dailies, with an open letter, that urged all content creators, media partners and advertisers to help change the imagery. 

Partners joined in. Times of India, country’s biggest media house amended their matrimonial section, where men can now also state their willingness to #ShareTheLoad at home. Disney+Hotstar curated a list of movies and shows that has better representation of women. 

Ariel turned its packs into a silent protest. For the first time, Ariel changed the names on its packs with names of hundreds of Indian men. 

3.

See Equal #ShareTheLoad Long-term | Ariel 

Ariel’s #ShareTheLoad is the longest running movement against gender inequality at home by a brand. We started in 2015, by raising awareness with a pertinent question, ‘Is laundry only a woman’s job?’

In 2016, we uncovered the source of this inequality. The deep-rooted social conditioning. We addressed it with a heart-wrenching apology letter. 

In 2018, we asked ‘are we teaching our sons, what we’ve been teaching our daughters?’ It was discussed at the world economic forum. In 2020, we challenged another hidden cultural issue. 71% of Indian women sleep less than men, due to unequal distribution of household chores. 

In 2022, there was a shift in the tone of the brand’s movement. To accelerate the pace of change, Ariel took a more defiant stand. In the film, the wife confronts her husband and asks why men like him can share the load with other men but not with their wives, is it because they never saw women as their equals? Ariel turned its packs into a silent protest. For the first time, Ariel changed the names on its packs with names of hundreds of Indian men. 

Year after year, we’ve spread the message of share the load, through unique new touchpoints. Wash care labels, matrimonial sites, cultural calendars, comic books, colouring books, OTT platforms and NFT art. 

When we began in 2015, 79% men believed that laundry is a woman’s job. That number is down to 26% today. 

4.

Scam Se Bacho | WhatsApp

In India, digital payment scams are valued at 1.55 billion dollars.

Their biggest victims? Our beloved baby boomers. 

Payments on WhatsApp, decided to step-in and help the older generation by recreating the most iconic Bollywood song from the '70s, turning it into a melodic lesson about digital payment safety.

The song chosen was “Aye Bhai Zara Dekh Ke Chalo” (“Hey brother, stay safe while you walk”), a song from the popular 1970 Bollywood movie ‘Mera Naam Joker’, which is widely popular across all age groups. 

The original song, featuring Raj Kapoor, played a huge role in popularizing the common phrase “Aye bhai”, which is a friendly interjection used across generations.  

The original lyrics were a friendly word of caution, warning people to look before they walk; we rewrote the lyrics, telling people to look again and be mindful of digital payment scams.

The video that picturized the song captured rampant scams currently affecting the target audience.

The music video soon became a tool for the highest authority figures of the country to combat scams. Several state police departments shared the song on their social media accounts as a friendly reminder to stay safe from scams. 

#NoPressureDelivery | Ralco Tyres

Ralco Tyres have been highlighting the capability of their tyres that have gone through numerous ‘Pressure Tests’. At the same time, food and delivery apps have been reducing the delivery time to as low as 10-minutes to beat the competition, adding more pressure on the delivery riders. 

The quick delivery timings forced delivery riders to overspeed and break traffic rules, just to deliver on time. This led to the core thought of our next socially relevant message, ‘Pressure is meant for tyres, not people.’

Ralco Tyres introduced a simple action for the users of these delivery apps to reduce the 10-min delivery pressure on the delivery riders. In the delivery instruction section of the app, we urged the users to add the words, ‘No Pressure Delivery’. This way the riders get to know that they needn’t rush and risk their lives to deliver the order within 10-minutes. 

We chose the ideal influencer to take this idea forward. Someone who has always been the voice of the underrepresented. With Bollywood actor and activist, Sonu Sood, we propelled the #NoPressureDelivery initiative to a wide audience, garnering over 47 million video views. This emboldened tto he mothers of the delivery riders make an impassioned plea for change. All of which nudged the delivery apps platform to review the 10 minute delivery time. 

With Cannes Lions 2023 around the corner, the Indian adland has been rocked by its controversy for the year. Earlier, e4m broke how two agencies Dentsu Creative and VMLY&R have locked horns over their respective Cannes Lions entries this year.

Dentsu’s Mortein - ‘Suraksha ka Kaala Teeka’ campaign and VMLY&R’s Maxx Flash – ‘Arogya Bindu’ campaign are similar in concept and execution. Both advertise mosquito repellent kajal “teekas” that parents often apply on children to ward off evil eyes. In these cases, both products also ward off mosquitos and thereby vector-borne diseases.
The campaigns submitted by the leading agencies are a striking resemblance in concept and execution, which has led to a debate within the industry about whether their entries may be flagged at the international ad fest.

Both agencies have stood their ground, backing their campaigns with seemingly solid arguments. The issue has, in turn, sparked a debate within the industry on the question of ethics and the originality of concepts. e4m reached out to experts to understand their take on the issue.

Ad guru Prahlad Kakkar weighed in on the issue: “If the product does not exist, then the agency should rethink its participation.”

Media entrepreneur Sandeep Goyal highlighted that sometimes ideas can be in a close approximation of each other, especially when the products are so similar. “It doesn’t mean anyone has copied another agency’s idea. Independently convergence of ideas that are similar is possible. It doesn’t impact either India’s chances or image. Coincidences are part of life.”

In a similar vein, Garima Khandelwal, Former CCO at Mullen Lintas, explained why such an issue has come to a pass.

“As I understand the idea has been live at both agencies since 2019 or 2020, getting approvals. So, that’s a pretty long window and too many brand custodians shift jobs.”
She explained that sometimes, an unreleased idea or a thought handled by an agency is pitched by the former employees of that agency handling a competitive brand. “Or maybe, it’s just one of those bizarre coincidences in advertising,” she pointed out.

Ashish Khazanchi, Managing Partner in Enormous Brands said that both the agencies had thought the other way around which should not be the approach. He said that culturally rooted campaigns make it big at the festivals and that’s what the agencies have done. They first thought about culture and tried to fit in a brand. “And when you have an approach like that naturally you’ll end up having the same ideas,” he explained.

An expert feels that the squabble between the agencies is quite laughable. He quipped: “Anybody who’s ever been within a mile of an advertising agency knows that both these ideas are created purely for awards AKA scam-vertising. To claim the moral high ground saying ‘I thought of it first’ is just plain hilarious.”