Voice, video & languages to get bigger in 2020: Prasanth Kumar

In a chat with exchange4media, Prasanth Kumar, CEO, GroupM, says when the market sentiment was poor, advertising did not come to a standstill but was done smartly enough to suit the needs of the time

e4m by Tasmayee Laha Roy
Published: Jan 23, 2020 8:14 AM  | 5 min read
Prasanth Kumar

How are brands leveraging the growth of content? How did media agencies survive the slowdown in the year gone by and what opportunities does 2020 have for the industry? Sharing insights on these queries was Prasanth Kumar, CEO, GroupM, in an interaction with exchange4media.

PK, as he is popularly known, says many brands have actually grown in 2019. Even when the market sentiment was poor, advertising did not come to a standstill. It was just done smartly enough to suit the needs of the time, he said.

Excerpts from the interaction:

Brands have been using content to advertise, educate and entertain. What do you think about this growth in content marketing?
The fact is a lot is going on because there are abundant opportunities. As we all know, there are a number of new platforms which have opened up like in OTT. Content in traditional media itself is increasing. We have got more than 50,000 hours in just the top 25 channels. So all of this is actually giving birth to newer space to experiment where newer ideas are triggering new concepts. That's also helping some of the brands to look at some of the bolder aspects on how they can connect with the consumers. Then there is lot of technology and data available that is helping us to get insights faster and use the same for some actionable plan for the client. All these are really forthcoming and encouraging, and that’s actually shaping the ecosystem to come up with better ideas to try out new formats and new products. So yes, it’s an exciting phase.

How do you think the usage of content is evolving? What did the clients ask for in this phase?
Doing content associated activities for brands is not anymore just in movies or music and sports, there are a lot of web series and short films too. There are content creators for brands for just representing the attribute and treating brand in a way that it communicates with the consumer in a slightly more innovative and inventive fashion. Leveraging influencers, local celebrities and influencers is another important aspect that is shaping up. But all this is not putting native advertising behind in any form. So simpler ideas but stronger and bolder aspects help the brand to communicate with consumers better.

What is required is that brands should experiment, especially in such phases where we are seeing lots of challenges across businesses. Content is a very powerful tool as it allows you to create new habits for the consumer. I think the creators have also expanded. All this put together has made content a powerful tool.

How did media agencies survive the slowdown? What are clients asking for in this slow phase?
It is really important that whatever we are doing plays back to progress and solutions for growth. Value for growth is absolutely the number one aspect.

This is a phase when brands are actually up there in the effort to reach out to consumers because advertising is not a reason for the slowdown. So the question is how to use advertising and marketing as a solution to get business up and how to do it intelligently? So communication in such times needs to be more frequent and effective, and these are the aspects brands are looking at. So creativity, insights and an effective plan make the winning formula for brands in such times.

We are still far better than some of the markets globally and brands are growing. We're sitting with opportunities because we have a large audience. So how we use these to make it work for each other is the big deal. Definition of success is actually very dynamic. For some categories 70 per cent equals success, for others it is 10 per cent. There are categories where growing 2 per cent is also a big deal. So I think we just have to be at it. I think, across sectors, it's also a pit stop for all of us to pause and think about what is the new way of looking at things for the next two to three years.

How has the year gone by been for GroupM? What are you looking forward to in the new year?
We had a good year in 2019. A number of business we won in 2018 actually started in 2019. We also had a lot of new business come in. That's one way of looking at how things are progressing. At the same time, I think the solutions which we have been talking about for clients also progressed making it more inventive and relevant for them.

So there's been a lot of work being done within the space of content, sports and digital and data. Even on-ground activities have gone up taking clients closer to consumer marketing. This is an important factor that many brands are using as their winning formula. So all that has helped us and I think 2020 will add to it. What is important for us is the speed. The speed at which we respond, change and adapt. You got to try few things, experiment with few things and take a bit of risk too. That’s how we see this year going on.

What according to you will be the key trends of 2020?
I think the intelligence of technology is going to be a good trend, whether it is in format or space of content or innovation. Brands that would get into consumer marketing will see larger growth. Voice, video and languages will play a larger role in 2020.

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e4m Chill Out: Weekends in Goa & next vacation in Japan, says FCB Ulka's Keigan Pinto  

For this edition of e4m Chill Out, we have Keigan Pinto, CCO, FCB Ulka, sharing his love for food, his idea of a weekend and more

By exchange4media Staff | Mar 18, 2023 8:25 AM   |   1 min read


Keigan Pinto, the Chief Creative Officer at FCB Ulka, is sure that his next vacation will be in Japan. 

In this edition of e4m Chill Out, Pinto speaks about his life outside work and how he spends his ‘typical’ weekends in Goa with his parents.

Pinto also shares that he loves food but cannot put together a meal.

While he wants to polish his Urdu and pick up more Arabic words, he confesses that he is a grammar nazi.

Watch the full conversation here:

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Noise’s World Sleep Day campaign underscores the importance of healthy sleep cycle

The #GetYourEight digital campaign reiterates the vitality of getting in your eight hours of sleep to ensure productivity

By exchange4media Staff | Mar 19, 2023 10:00 AM   |   2 min read


Noise underscores the importance of eight hours of sleep with the launch of their digital campaign #GetYourEight this World Sleep Day. With sleep accounting for nearly one third of our lives, our daily routines and behavior can be impacted without a healthy sleep cycle. The campaign is a visual reminder of what your day will look like sans eight hours of sleep. The social media campaign shows a video of a person walking around lifeless and exhausted like a Zombie, emphasizing further on what one will look like without 8 hours of sleep.

Sleep is an intricate and complex mechanism which has been studied by researchers from around the world. The importance of eight hours of sleep has been emphasized multiple times. Research conducted by Global Council on Brain Health (GCBH) has highlighted that upto eight hours of sleep each day is crucial to maintain brain health, even as one ages.

Keeping in line with this, the Noise #GetYourEight digital campaign, currently live on Instagram with a mix of reels and quirky posts around sleep, is a gentle reminder to get your eight hours of sleep. Furthermore, sleeping for the recommended number of hours is vital, but what’s even more vital is how well you sleep. It specifically entails determining how peaceful and restorative your sleep is which can be determined by the duration, continuity and depth of sleep. Noise, with its smart wearable technology helps users track and improve their sleeping pattern and sleep cycle. In addition to Noise’s feature-rich smartwatches, the NoiseFit app, one of the top health tracking apps in the app store offers a one-stop solution to meaningful insights that elevate the quality of sleep while closely monitoring sleeping patterns. The app gives users their sleep score based on different parameters informing them about the quality of their sleep while providing inputs on how to improvise them. Not just that, it shows the heart rate variance during sleep which gives the user a complete graph of his heart rate during sleep.

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Virat Kohli says ‘Har Ghar Banega Stadium' in new Star Sports campaign for Tata IPL 2023

The promo has been created and conceptualized by TILT

By exchange4media Staff | Mar 18, 2023 2:00 PM   |   3 min read

Tata IPL 2023

Ahead of the TATA IPL 2023, Star Sports’ latest campaign ‘Shor On, Game On’ has taken social media by storm with viewers and fans expressing their delight. Upping the ante, the official television broadcaster of the marquee tournament has unveiled its next promo featuring none other than Virat Kohli with a clarion call – ‘Har Ghar Banega Stadium’.

IPL brings the whole country together for the love of the game and their favorite teams. Star Sports is celebrating the fans who truly make this game special. This film brings to life the IPL fan cohort called “Shor Squad” who feel that IPL is best enjoyed with grandeur and Shor. They truly live the maxim of ‘More the fans, more the Shor, thus more the excitement’.

The promo, created and conceptualized by TILT, highlights the experience and the thrill of watching IPL along with friends and family. King Kohli invites fans to watch the marquee tournament on TV along with friends and family, transforming every house into a stadium.

Speaking about the promo film, Virat Kohli said “The Star Sports ‘Shor On, Game On’ campaign captures the essence of what makes the TATA IPL so special - the passion, the energy, and the sheer joy of fans watching the game together with friends and families. The campaign encourages fans to be loud and proud as they cheer for their favourite teams, creating an atmosphere that is electric, filled with excitement, and where the passion for the game shines through.”

Sanjog Gupta, Head- Sports, Disney Star said, “Fans love watching sports because of how immersive, emotional, and communal the experience is. Star Sports' brand of storytelling focuses on building compelling narratives, bringing fans closer to the heroes, and elevating micro-moments of awesomeness. This, complemented by the ease of access, virtues of viewing on the big screen, and introduction of new features on TV, make Star Sports the most preferred destination for IPL 2023.”

“Virat Kohli has personified Star Sports' philosophy of ‘Believe’ for many years. His long-standing association with the brand is testament to our shared values of determination, excellence, and a relentless pursuit of greatness. His character and drive have inspired a generation of youngsters while his persona galvanises Cricket fans across the country.  We are glad to add a new chapter to this association with Virat, which seeks to bring people together to experience the spectacle of IPL in its full glory only on TV" he added.

Star Sports will unveil more films featuring top cricketers like Rohit Sharma, Shreyas Iyer, Hardik Pandya, and Ravindra Jadeja along with winners of #FanBanegaStar contest leading to the start of the mega tournament. TATA IPL 2023 will kickstart on 31st March 2023, with a blockbuster clash between Gujarat Titans and Chennai Super Kings in Ahmedabad at Narendra Modi Stadium. Whether it's cheering for their favourite team or sharing adrenaline-pumping moments with friends and family, Star Sports promises the most immersive and engaging viewing experience on television possible this season.

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Bank of Baroda shows how to get #LoansWithoutDrama

The campaign has been released during the Women’s IPL as the bank is an associate media sponsor

By exchange4media Staff | Mar 18, 2023 7:42 AM   |   2 min read


Bank of Baroda (Bank) has announced the launch of the #LoansWithoutDrama advertising campaign that does a humourous take on two popular movie-based characters to communicate the ease with which it is possible to digitally apply for and get approval for a home loan or car loan from Bank of Baroda in just 30 minutes.

The #LoansWithoutDrama home and car loan campaign zeroes in on the insight that buyers typically love to add a little bit of drama as they speak to their family and friends about a recent purchase. In the process, they tend to slightly exaggerate and tell a dramatic story. The ads end with a twist when it is revealed just how easy it is in fact to get approval for a Bank of Baroda digital loan - in just 30-minutes and without any drama or hassle. The ads also convey the rising aspirations of today’s customers with a trusted partner like Bank of Baroda by their side.

Given the high anticipation and the eyeballs expected, the #LoansWithoutDrama home and car loan TVCs are being launched during the inaugural edition of the Women’s Premier League (WPL). Bank of Baroda is an associate media sponsor of the WPL. Supporting the WPL is in line with the Bank’s philosophy to back emerging Indian sporting talent, particularly women, and build a long-lasting partnership. Incidentally, the Bank’s Brand Endorser, Shafali Verma, a young, promising talent, is among the star cricketers playing in the first edition of the WPL.

V G Senthilkumar, Deputy General Manager, Head - Marketing & Branding, Bank of Baroda said, “It is generally presumed that applying for a loan is a cumbersome process in which one must go through a long and tedious process to avail the loan. We wanted to break that myth and showcase the simplicity of the Bank of Baroda Car & Home Loan process and do it in an entertaining and eye-catching format to grab the viewers’ interest. Customers today are looking for a financial partner that not only empowers them to achieve their dreams and financial goals but also enables them to do it in a quick, seamless and trouble-free manner. And hence, Bank of Baroda’s #LoansWithoutDrama is the answer to their financing requirements.”

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Joy Personal Care gets Disha Patani as brand ambassador

The actor has kicked off a digital campaign for the brand

By exchange4media Staff | Mar 16, 2023 1:15 PM   |   2 min read


Joy Personal Care has announced actress Disha Patani as an ambassador for its sunscreen category in India. A campaign introducing Disha and the new product range is live across digital and social media platforms.

Disha Patani will be featured in a campaign aimed at promoting awareness for Joy's newly launched product range. As a part of the campaign, a TVC with Disha will also be rolled out in the coming month during the men’s T20 cricket league.

Sunil Agarwal, Chairman of RSH Global, said, "The newly launched sunscreen range is an exciting development for JOY, as we continue to provide customers with a wide variety of products that meet their changing needs. Our sun protection range is designed to offer superior protection from damaging UV rays and other environmental pollutants while nourishing and brightening the skin. By further strengthening our sunscreen category, we aim to consolidate our position in the Indian personal care market, providing high-quality sun protection products that are both effective and affordable."

Poulomi Roy, CMO of RSH Global, said, "We are happy to have Disha Patani as the new face of our sunscreen range. Her energy and enthusiasm will be the perfect partner to help us create an engaging campaign that will bring our advanced sunscreen range to life. We have carefully crafted a comprehensive campaign for our newly launched sunscreen range which takes into account the latest trends in skincare technology, customer needs and preferences, and the competitive landscape. We are confident that with Disha on board, the campaign will not only create awareness but also help us reach our target audience and drive sales of our new sunscreen range."

Talking about her association with Joy Personal Care, Disha Patani said, "I'm thrilled to be joining Joy Personal Care family. Protecting our skin from the sun's harmful rays is essential, and Joy's natural sunscreen products are the perfect choice. Their broad range of sun protection products caters to all skin types, making sure everyone can find the perfect product for their needs. I'm confident that with Joy's sunscreen product range, everyone can remain safe and enjoy the sun."

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Lux Cozi ropes in Vijay Deverakonda as its brand ambassador for south markets

Brings new TVC with the actor titled Super Feel

By exchange4media Staff | Mar 15, 2023 5:30 PM   |   3 min read

lux cozi

Lux Industries Limited has roped in actor Vijay Deverakonda as the brand ambassador of Lux Cozi for the South market. To this effect, Lux Cozi is currently running a new television commercial campaign titled 'Super Feel' which features Vijay, emphasizing the comfort that Lux Cozi products provide to its customers of all ages. Yellow Beetle Films has created this 30-second TVC campaign, which is directed by Deven Munjal and Vaibhav Misra.

Ashok Todi, Chairman, Lux Industries, stated, “Lux Cozi has witnessed remarkable growth since its inception and has been keeping a stronghold in the inner garment sector by its constant innovation and marketing strategies to connect with the audience. Being a consumer-driven brand, we believe in appointing brand ambassadors who help our customers connect better with us. We are confident that Vijay's onboarding as an ambassador of Lux Cozi, will help us to collaborate better with our consumers in the South.”

Saket Todi, Executive Director, Lux Industries, said, “Lux Cozi has an extensive market presence in the rest of India and under our strategic brand approach, it is now time to focus on capturing around 35% market share in South India in the next six months. Thus, we have associated with Vijay to help establish an instant connect with our target consumers in the south and ensure a deeper penetration and recall of our brand among them. Vijay’s dedication to staying fit, healthy, and always charming admirably synergizes with Lux Cozi’s brand ethos of ensuring comfort and a durable lifestyle. We strongly ‘feel’ that the campaign will be appreciated well by our consumers.”

The TVC begins with Vijay Devarakonda walking through an ignited walkthrough on a film set wearing a Lux Cozi vest, with the Lux Cozi undergarment strap visible on his waist. He mentions "Super Feel Undi Ro!” to the surprise of the director. This happens two more times, each time on adventurous sets, demonstrating Vijay's effortless machismo and the director's growing confusion. Finally, the director walks up to him and asks what he is talking about. Vijay smirks, spins her around in his arms, and points at his Lux Cozi vest. We see Vijay walk back towards the camera and repeat, "Lux Cozi Super Feel Undi Ro!”

Deven Munjal, Director, Yellow Beetle Films, said “While working on the ad, the only thing we focused on was the word ‘feel’.  Lux Cozi being an undergarment brand, has always focussed on comforting the consumers with a feel-good factor when one wears it. We curated the TVC keeping that in mind. We thoroughly enjoyed working with Vijay and making the TVC; we hope that it will be loved by every single consumer as well.”

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Rasna back with ‘We love you Rasna’ summer campaign

The TVC will be aired across national and regional GEC, movie, music, news and kids channels

By exchange4media Staff | Mar 15, 2023 4:16 PM   |   2 min read


Rasna has launched a new TVC at the onset of the summer, with their favourite and highly recognised Rasna girl cheering to “We love you Rasna” alongside many guests attending a celebration in the TVC.

In a recent market research study conducted by Rasna, it was found that around 60% of the consumption of Rasna products was attributed to age groups other than those of children. Standing testament to the findings of this study, the new TVC is targeted at all age groups, the company said.

As seen in the TVC, guests ranging from a mid-age socialite to a young teenage couple are enjoying Rasna products at an affluent outdoor garden party. Keeping in theme with Rasna’s quirky and light – hearted approach to their brand communication, guests can be seen trying to trick the young Rasna girl out of her drink, followed by the slogan “Inke tricks mein mat fasna, dhyan rakho on your Rasna”.

The ad highlights Rasna’s traditional concentrate range as well as the instant powders, squashes and syrups. It also brings attention to the other benefits of Rasna products, in terms of healthy ingredients such as Vitamins, Minerals and Glucose as well as high fruit content vis-a- vis competition/ synthetic products.

Commenting on the launch of the new TVC, Group Chairman of Rasna, Piruz Khambatta said, "The new Rasna TVC stands to set a benchmark in all our Rasna TV commercials, with our TVC’s enjoyed by millions in India and abroad. The key message being sent out by the brand is that Rasna is not just a product for children but can be enjoyed by consumers of all ages across demographics. Our aim is to reiterate the fact that Rasna products are enjoyed by consumers from urban cities to villages and everyone in between, whether it be a mid-aged lady or a teenage couple, Rasna is loved by everyone.”     

The new TVC will be aired across India’s most popular national and regional GEC channels, Movie Channels, Music Channels, News Channels, Kids channels as well as on YouTube, Instagram, Facebook and other Social Media platforms.

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