Games2win and Sony Pictures Networks partner for CID Mobile Games

'CID – Daya Darwaza Tod Do' the first game of the series has notched up half a million downloads and ranks amongst the top 10 action games in India

e4m by e4m Desk
Published: Apr 10, 2019 4:25 PM  | 3 min read

Games2win, the global mobile games publisher with over 220 million game downloads, announced an innovative partnership with Sony Pictures Networks India to launch a bouquet of 'CID' mobile games inspired by one of the most successful television shows of India.

'CID – Daya Darwaza Tod Do' the first game of the series has already notched up half a million downloads and ranks amongst the top 10 action games in India.

Alok Kejriwal – CEO and Co-Founder of Games2win said, “Sony Television’s CID is one of the most iconic shows of Indian Television. It’s an all-time epic. That motivated us to partner with SET to create original, adrenalin pumping, super thrilling mobile CID mobile games that are just as exciting as the shows themselves.”

The ‘Why’ for these games is simple. Most millennials who have grown up watching CID shows (many with their Dads), now have a deeper relationship with their mobile screen than with their TV at home. It’s evident that they will enjoy gaming with CID as much as they love watching it on a bigger screen. The initial launch numbers of the game have proved our thinking.

In the first game, ‘Daya Darwaza Tod Do’ the Superhero CID officer Daya does what he does best and most famous for – catching goons,  breaking doors and solving cases. In the game, players run as Daya solve through over 5 Unique ‘Cases’, complete 50 unique levels and navigate Mumbai famous landmarks such as Bandra Bandstand and Goregaon National Park. All along, as Daya runs and breaks down doors, his mentor – ACP Pradyuman encourages him and giving him clues for this next mission.

The game’s traction on the Play Store suggests that we are on track to cross the 10 million download mark in a few months. Consumers have loved the game, rated it 4.2 stars and have been writing to us with some many new ideas for many more levels and game variations”.

Amogh Dusad, Head Content, Partnership and New Initiatives said, “Sony pictures network is strategically focused on the fast growing online gaming space. Most of our iconic shows and characters lend themselves to great gaming potential. CID game (Daya Darwaza Tod do) is the first of many steps we intend to take in this direction. We are very pleased and excited with the tremendous response the game has garnered in such a short span of time.”

The game can be downloaded and played here: android -  /   iTunes:

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Connected TV has emerged as the fastest growing screen for YouTube in 5 yrs: Google India

At Brandcast 2023, the internet giant also shared that YouTube Shorts’ average daily views have grown by over 120% year-on-year

By e4m Staff | Sep 27, 2023 4:02 PM   |   5 min read

Amidst the surge in digital video services, online Indians are curating personal video universes consisting of an average of 5 content platforms with YouTube emerging as their foremost choice for watching videos, according to Google.
“As the number of Internet enabled households equals TV households, viewers are bringing YouTube onto the large screens in their living spaces. With millions of viewers watching YouTube on their Connected TVs, it has emerged as the fastest growing screen for YouTube over the past five years. With creators using Shorts as another tool in their arsenal to express themselves, YouTube Shorts’ average daily views grew by over 120% year-on-year. Giving further definition to their content curation, 33% of Connected TV consumers in urban India do not watch linear TV at all[1], with logged-in viewers averaging 2.5 hours of YouTube watchtime per day,” stated a press release shared by the internet giant at Brandcast 2023.
Satya Raghavan, Director, Marketing Partners, Google India, said, “In the fifteen years since we launched YouTube in India, there has been an extraordinary all-round digital transformation, in connectivity and in content, and today, people have created a boundaryless viewer experience for themselves that straddles across their smartphones and their connected TVs.  We’re delighted that, in this rapidly evolving landscape, YouTube is the platform of choice for four out of every five people online[2]. This is a testament to the unflagging contribution and inventiveness of India’s vast and growing creator economy. Marketers have responded to this heterogeneity by tapping into YouTube’s unique environment to reach their consumers at the right time, in their preferred language, in the right need state, on the right device, with the right creative, and with their most appropriate products. Our AI-powered ads solutions that span the spectrum of creation, customization, and deployment will position businesses at the most rewarding intersection of mMedia, creative, technology and content that only YouTube offers, and help brands achieve their business objectives with the advantage of incrementality.”
YouTube Shorts grow in popularity
With an average of 70 billion daily views globally, YouTube Shorts continues to grow in popularity amongst viewers in India with 96% aged 18 to 44 using YouTube Shorts[3]. Shorts watchtime now also transcends devices with 88% of online 18-44-year-olds watching short-form video content on a TV over the past 12 months[4]. Viewers in India are also splitting their viewing time across many different video formats, spending no more than 21% of their viewing time watching one format[5].
Gen Z gravitates to YouTube
YouTube is Gen Z’s choice as the #1 place they would spend their entire viewing session, significantly more than social media platforms[6]. Driving this preference is that YouTube allows them to easily choose what they watch, offers access to a wide array of content types, and has the best music videos including clips and previews. Moreover, in purchase decisions too, Gen Z relies on YouTube for ads that are personally relevant to them and 88% agree it introduces them to new brands or products[7].
YouTube content uploads grow 40%
Together with the total hours of content uploaded to YouTube by channels in India growing by over 40% in June 2023 vs June 2022, 35+ adults averaged over 70 minutes of YouTube per day in this month. Watch times of videos on the "grwm" or "get ready with me" trend grew more than 500% in the last quarter of  2022, compared to the same period last year, and with "episode highlights" or "season recap" in the title by 120%. As creators begin to tap gen AI for new ideas and audiences, the year has seen over 1.7 Billion views of videos related to or using generative AI tools globally.70% of 18-44 year-old viewers online agree that they are open to watching content from creators that use AI to generate their content.
New AI-powered solutions to enhance ad creativity
Building on the commitment to integrate AI into the full spectrum of phases spanning ads creation, customisation and deployment to help marketers unlock YouTube’s unique multi-screen, multi-format viewer experience, and reach audiences with relevant context, engagement and results, YouTube today announced the launch of a suite of tools in its Ads Creative Studio. With these, marketers will now be able to easily create multiple versions of a single display or video ad customized for different audiences, locations, languages or contexts. Providing this never-before flexibility will be the AI-powered Flip Video, that will enable advertisers to build vertical assets, even when they were not planned for, and the Trim, which leverages machine learning to create 6-seconds bumper ads to help drive efficiencies in campaigns.
New ways to reach CTV viewers

With several significant shifts now well underway, and businesses navigating a rapidly evolving media landscape marked by “cord cutting”, YouTube has been investing in helping advertisers unlock overall media value through increasingly effective cross media campaign measurement. As part of these longstanding efforts, YouTube revealed that the Nielsen CPG meta analysis has shown that YouTube drives nearly 2.3X better ROI than Linear TV[13] with over 65% of 18+ audience reached on YouTube being incremental to TV[14].
With the goal of engaging this growing cohort of Connected TV viewers, over 50% of who watch content that is 21 min or longer on the large screen[15], marketers in India will now also have the ability to leverage two new advertising solutions specific to this audience. 
30-Second YouTube Select Non-Skips, only on Connected TV - Advertisers will soon be able to put a 30s non-skip ad in front of YouTube’s most popular content – from top creators to the biggest content moments iYouTube Connected TV Pause Experience: To help brands drive awareness and action during a user-initiated break in a viewer’s streaming session, YouTube will begin piloting new Pause experiences on Connected TV in 2024. This is seamless for viewers and allows them to learn more about a brand - while creating further opportunity to drive saliency with relevant audiences.

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The Marcom Avenue bags Performance mandate for Priya Gold

The agency will work on enhancing PriyaGold's brand visibility and market reach

By e4m Staff | Sep 27, 2023 2:55 PM   |   2 min read


The Marcom Avenue has announced that it has secured the performance marketing mandate for biscuit brand PriyaGold. The collaboration aims to amplify PriyaGold's digital presence and engagement with its diverse customer base.

“As part of this partnership, The Marcom Avenue will leverage its expertise in data-driven insights, creative content, and cutting-edge digital strategies to enhance PriyaGold's brand visibility and market reach. The agency will focus on driving measurable results, optimising customer acquisition, and increasing overall brand performance,” stated a press release.

"The Marcom Avenue is thrilled to have been entrusted with the performance marketing mandate for Priya Gold. We are excited to work with a brand that is synonymous with quality and innovation in the food industry," said Ms Divanshi Gupta, Director at The Marcom Avenue. "Our team is committed to delivering exceptional results, and we look forward to helping PriyaGold achieve new heights in the digital landscape."

Manas Agarwal, Director, Priya Gold, expressed satisfaction with the collaboration, stating, "Partnering with The Marcom Avenue would prove to be instrumental in leveraging our strengths, amplifying Priya Gold's narrative, and expanding our market reach to a remarkable audience. Their team has consistently demonstrated their expertise in the marketing field and has gone above and beyond to understand our unique requirements. Their efforts have played a significant role in positioning Priya Gold as a preferred choice for snacks and confectionery products. We are excited to continue this partnership and achieve new milestones together."



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Ditch the acronyms to focus on what CTV can really deliver

When did TV stop being TV? Prabhvir Sahmey, Senior Director Samsung Ads, writes how industry’s obsession with jargons is holding everyone, including brands, back

By Prabhvir Sahmey | Sep 27, 2023 8:33 AM   |   4 min read

samsung ads

The online viewing revolution means the word ‘TV’ no longer just describes purely linear TV. Increasing numbers are watching streamed content via Smart TVs and according to IDC over 4.5 million Smart televisions were shipped to India in 1H23, an increase of 8% year-over-year (YoY).

Samsung has been the leading TV manufacturer worldwide for the last 17 years, and this means the data we collate at glass level is representatively robust. In the first half of 2023, this data showed that Indian viewers on Samsung TVs spent almost 88% of their total TV time in streaming environments.

This sea change in viewing behaviour is important for advertisers as the data-driven insights we gather from connected TV (CTV) provide opportunities to deliver more relevant advertising, refine reach to find new audiences and reduce wastage.



Jargon is clouding our understanding of CTV

We are all guilty of over-complicating the TV landscape and reinforcing the fragmentation within the medium with an over-use of jargon. This is detrimental to agencies’ full understanding of how CTV can be utilised as part of an integrated media plan.

Streaming brings the data collation and targeting ability of digital to the world of TV but the disjointed way we talk about the ecosystem can be confusing. We have created an alphabet soup of categorisation. One that viewers do not care about and which muddies the waters in our own commercial conversations.

The original labels that initially accompanied the streaming revolution– Advertising Video on Demand (AVOD) and Subscription Video on Demand (SVOD) – can be useful in identifying these two different streaming environments.

Viewers certainly understand if they are watching TV for free or paying for the experience - and we know most streamers in India are happy to watch advertisements in return for access to free content. Research we carried out with Verve shows 80% of people in India are happy with this trade off. On the other hand, subscription numbers are churning as people face increased economic pressures.

But we have since added to a growing list of acronyms FAST (Free Advertiser Supported Streaming TV), a descriptor to explain the proposition of a scheduled streaming channel, and we’re grappling with an acronym for Subscription with Advertising Tiers as the SVOD platforms look to new monetisation models.

Will HVOD (Hybrid Video on Demand) win out or SAVOD (Subscription Advertising Video on Demand) win out? This is exactly the kind of meaningless debate around terminology all involved in the TV industry need to put aside.

Step out of siloed thinking

Planners can find these acronyms useful but the lines between these different viewing environments are blurring so much that as an industry we risk creating a convoluted landscape for ourselves that will hold back overall CTV growth. Acronyms become out of date and can inhibit fresh thinking – the most creative solutions and TV buys come from stepping out of siloed thinking.

Agency buyers and planners who may be anxious about their streaming knowledge should be confident in the digital abilities they have honed across a range of media. If you understand how digital media is traded and the capabilities of programmatic then the fundamentals of how to plan and buy CTV will not be difficult to grasp.


Audience first approach

Instead, the focus should be on gaining a deeper knowledge of the viewer and how to reach them. Understanding what they watch, their preferences and how to deliver a positive, privacy compliant experience in which advertisements are welcomed as an integral part of the whole should be the goal. The data-driven insights surfaced by CTV are what is truly important, not the label categories.

This will come by breaking down the silos including the ones that might exist in agencies between audio-visual and digital teams – alignment across teams to focus on CTV’s strengths will deliver the best results for advertisers. These strengths include knowledge at the glass level of watch time,  awareness of favourite genres and the ability to identify audiences that have not been reached by a brand’s linear TV campaign.

These insights mean brands can devise complementary campaigns for advertisers that can reach fractured audiences, whether they are linear TV viewers or streaming enthusiasts. Planning against deterministic data rather than siloed viewing formats badged by acronyms  will lead to the media mix best optimised to meet marketing objectives.



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I welcome anyone using 'Humans of...' concept: Brandon Stanton, HoNY

Stanton was responding to a query by The Washington Post about the lawsuit filed by Humans of Bombay against the People of India

By e4m Staff | Sep 26, 2023 1:05 PM   |   2 min read

brandon stanton

The lawsuit filed against Humans of Bombay (HoB) against the People of India (PoI) has opened a new can of worms for the former with even big international publications covering the news. In his recent salvo against the Mumbai-based photoblog, Humans of New York founder Brandon Stanton has released his statement regarding the monetisation of his platform.
The comment was in response to a query by the Washington Post regarding the HoB lawsuit.

Stanton claimed that in the last 13 years, HoNY was operational, he never received a penny for a single story he has put out. He also emphasised that his income mainly came from proceeds from his book sales, speeches he has given and Patreon.

Here's the full text of his comment.

Stanton's statement comes at a time when HoB is being criticised for monetising the content on the photoblog.

HoB was in the news for filing a lawsuit against People of India (PoI) for copyright infringement. According to the plaintiff, PoI copied HoB's storytelling format, which showcases human interest stories centred on photographs of ordinary people. The plea also mentioned that PoI lifted films from HoB's Instagram account without seeking permission first.

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Marketing Data Platforms: The new powerful tool to track customer preferences

MDPs bring together data from owned, earned and paid channels, allowing brands to forge a unified & comprehensive view of their marketing landscape

By Shantanu David | Sep 26, 2023 8:45 AM   |   4 min read


CDPs, CRMs, CPMs, CTRs. No one can accuse martech stacks with lacking acronyms for various tools and metrics, and that was just some of the Cs. Today, we are delving into yet another acronymous technology which, though doesn’t begin with C, but is being viewed as indispensable in helping marketers track and attract the all-important Customer.    

“Marketing Data Platforms (MDPs) are emerging as powerful tools that complement Customer Data Platforms (CDPs), Customer Relationship Management (CRM) systems, and other data tools in the marketing ecosystem. MDPs help organizations centralize and leverage their data for more targeted, effective, and data-driven marketing strategies,” reveals Gopa Menon, Head of Digital – Mindshare South Asia.

Abhimanyu Vyas, Business Head of Havas’s MarTech arm, PivotConsult, says that Marketing Data Platforms serve as a central hub for brands to seamlessly consolidate data from various sources, including advertising, analytics, and transactional sources.

“They bring together data from owned, earned, and paid channels, allowing brands to forge a unified, comprehensive view of their marketing landscape. This consolidated data serves as a valuable resource for generating marketing insights, refining campaign strategies and product offerings, making informed pricing decisions, enhancing user experiences, and constructing finely tuned audience segments,” he says.

Marketing Data Platforms complement existing tools like Customer Data Platforms (CDPs) and Customer Relationship Management systems (CRMs), facilitating agile measurement and analysis of activations conducted through these systems. Clients are also using advanced cases like Marketing Mix Modelling, Anomaly detection and Uplift Modelling.

Menon agrees that there are multiple use cases for MDPs, ranging from 360-degree customer view; segmentation and targeting; personalization; marketing automation; attribution and analytics; content management; cross-channel integration; compliance and data governance; predictive analytics; and customer retention and loyalty.

Indeed, as Bharatesh Salian, Sr. Vice President – Marketing Science and CX, FCB/SIX India, points out, “In today’s evolving and commoditised world, customer experience becomes a deal maker or breaker for more than 80% of the purchase decisions. Hence it becomes very important to map the behavioural data of prospect consumers to identify the right moment of truth when brands can engage and drive the right stimuli to take the action as part of an orchestrated consumer journey.”

“While CDPs or CRM provide the single golden record of the consumer along with their purchase patterns and preferences, the MDPs provide the insights into the behaviour of the users to click on the purchase now button. The ability of the marketing platforms to create data sets and classifications based on propensity to purchase by building on the lookalike audiences also helps tremendously in optimising spends,” adds Salian.

That being said, Paras Mehta, Business Head, Matterkind India, which operates under the IPG Brand says that while Marketing Data Platforms are emerging as valuable complements to existing tools such as CDPs and CRMs, “Their full potential is yet to be fully harnessed. The key challenge lies in the need for a substantial volume of consented data, which is currently a work in progress, mainly due to the presence of multiple walled gardens and limited access to personally identifiable information (PII) datasets.”

“In my perspective, an ideal use case for these platforms would involve three critical steps: firstly, at the advertiser level, establishing a Universal ID that encompasses all actual and potential consumers; secondly, leveraging this Universal ID to orchestrate and control communication and frequency across all marketing channels; and thirdly, utilizing the insights derived from these platforms to further optimize media and communications strategies,” says Mehta.

Menon concludes, “In today’s data-driven world, Marketing Data Platforms enhance the capabilities of CDPs, CRMs, and other data tools by providing a centralized hub for data management, analytics, and marketing automation. They empower marketers to create more personalized, data-driven, and effective marketing strategies, ultimately leading to improved customer experiences and business outcomes.”


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NCLAT: Google case appeal to be heard from November 28

The search giant has been fined Rs 936 crore for taking unfair advantage of its dominant position in the app store ecosystem

By e4m Staff | Sep 25, 2023 6:07 PM   |   1 min read


In the latest development on what has become a long and consequential standoff, the National Company Law Appellate Tribunal (NCLAT) today announced that it will start hearing Google's appeal against an order by the Competition Commission of India (CCI) that had imposed a Rs 936 crore penalty from November 28. The CCI has imposed the fine on the internet ubiquity for taking unfair advantage of its dominant position in the app store ecosystem.

In October of last year, CCI had charged Google with restricting app developers from using any type of third-party billing or payment processing services to purchase apps for in-app billing on Google Play Store, the globally available app platform developed and maintained by the company. 

In January of 2023, NCLAT denied immediate relief to Google against CCI’s order. Google also filed an appeal at the Supreme Court against the NCLAT order, though it ultimately withdrew the case.

NCLAT has now said that the litigating apsp should file responses to Google’s appeal in four weeks.

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e4m WhatsApp Channel launched

Follow our channel for the latest updates in the world of media, advertising and marketing and experience news like never before!

By e4m Staff | Sep 25, 2023 3:57 PM   |   1 min read


In today's fast-paced world, staying informed about the latest trends is of paramount importance. With that in mind, the exchange4media Group has unveiled its WhatsApp Channel - a gateway to real-time updates and insights, curated to keep you informed about industry trends in real-time.

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