Google reforms sexual harassment policies after mass employee protest
Accepting one of the major demands of the employees, Google has announced that it will no longer force employees with sexual assault or harassment claims into arbitration.
Taking note of the mass walkout and protest of its employees across the globe over the handling of sexual harassment cases, Google has reportedly announced a number of internal changes in the company.
According to media reports, CEO Sundar Pichai on Thursday sent out a mail to all employees in this regard.
“Google's leaders and I have heard your feedback and have been moved by the stories you've shared. We recognise that we have not always gotten everything right in the past and we are sincerely sorry for that. It's clear we need to make some changes,” reports quoted Pichai as saying in the email.
Accepting one of the major demands of the employees, Google has announced that it will no longer force employees with sexual assault or harassment claims into arbitration. Arbitration will now be optional under the new policy.
"We will make arbitration optional for individual sexual harassment and sexual assault claims. Google has never required confidentiality in the arbitration process and arbitration still may be the best path for a number of reasons (e.g. personal privacy) but, we recognize that choice should be up to you," Pichai is said to written in the mail.
Reportedly, Google has also decided to provide more detail about sexual misconduct cases in internal reports available to all employees. The details will include the number of cases substantiated and the list of the types of punishment imposed, including fines and pay cuts.
Further, Pichai said the company will update and expand its sexual harassment training, and employees are now required to complete training annually instead of every two years. It will also overhaul how it deals with employee concerns.
Google has also taken into account the need to control alcohol consumption, which is often associated with harassment complaints.
The company reportedly specified, "harassment is never acceptable and alcohol is never an excuse." Leaders at the company are "expected to create teams, events, offsites and environments in which excessive alcohol consumption is strongly discouraged," the memo read.
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The key highlights of the report released on Wednesday
The unprecedented growth of internet penetration & adoption is shaping India and its digital advertising industry. Driven by cheap data and affordable smartphone revolution, the digital advertising industry in India is expected to grow at a rate of 32% to reach Rs.14,281 crore in 2019.
The industry, which is now worth Rs.10,819 crore, is expected to grow with a CAGR of 31.96% to reach Rs 24,920 crore by 2021. These findings are part of the third Dentsu Aegis Network exchange4media Digital Report which was unveiled on Wednesday in Mumbai. The report offers a deep dive into the growth drivers, challenges and trendsetting work executed by brands in the digital space.
Key Highlights from the Report:
- As of 2018, the Indian advertising market stands at Rs. 61,878 crore ($8.76 billion) and is estimated to grow with a CAGR of 10.62% till 2021 to reach a market size of Rs. 85,250 crore ($12.06 billion).
- The digital advertising market size is around Rs. 10,819 crore ($1.3 billion) and the estimated CAGR growth will be 31.96% and the market will expand to Rs. 24,920 crore ($3.52 billion).
- Television and print take the largest share of media spends at 70% aggregated followed by digital media at 17%. Digital will contribute 29% of the ad market size by 2021.
- Currently, BFSI is the biggest spender on digital media with a contribution of 38% of all their marketing budgets. This is followed by consumer durables (36%), e-commerce (34%) and telecom (31%). FMCG spends heavily on the television (63%) and the retail sector spends largely on print (54%) medium of advertising.
- The advertising expenditure on the digital advertising formats is led by social media (29%) followed by search (25%), display (21%) and video (20%).
- The main drivers of the growth of digital media will be voice, vernacular and video. Apart from this, some of the other drivers of digital media growth will be engaging mobile experiences based on augmented reality (AR) and virtual reality (VR).
Industry leaders share their key takeaways from the report:
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At the launch of the 3rd DAN exchange4media Digital Report, Rajan Anandan, VP, Google, South East Asia and India and Vivek Bhargava, CEO, DAN, Performance Group spoke about India's internet journey
Rajan Anandan, Vice President, South East Asia and India, Google, set the tone for the launch of the third annual Dentsu Aegis Network exchange4media Digital Report in a fireside chat with Vivek Bhargava, CEO, Dentsu Aegis Network, Performance Group.
Tracing the journey of Internet users in India, Anandan said, “When I joined Google eight years ago, we were just about to hit 100 million Internet users in India. At that time smartphones would cost north of Rs 10,000 and data was very expensive. Three and a half years ago we had the first Rs 6,000 smartphone and Internet users went from 100 million to about 300 million. We think the next smartphone cost barrier of Rs 2,000 will be crossed soon.”
Affordable smartphones he said activated the Internet consumption boom in India. “The growth of video is entirely triggered by mobile broadband becoming more affordable. Before Jio launched the cost of 1 GB data was Rs 250, today it is in the price range of Rs 10-20. The cost of smartphones going down brought more Indians online and the cost of data going down got more users to spend more time online. We now have about 400 million monthly active Internet users and they are spending over 10BG on mobile data.”
Responding to a question of whether digital had reached its saturation point in the country he said, “India is just starting. By 2020 we should get to about 650 million Internet users. And somewhere between 2020 and 2025, we will end up with around 800-900 million and beyond that, it will depend on getting remote areas Internet connectivity. So over the next 4-5 years, the Internet user base is going to double.”
Anandan said that the millions of new Internet users that are now coming online are spending more time on the Internet than the first hundred million. “So what you can expect is that user base will double and the consumption will more than double over the next 4-5 years.”
He pointed out that video which has been perceived as a brand-building medium is becoming a very important performance medium. “YouTube has specific offerings that make YouTube not just a brand-building medium but also a performance medium where you can drive app downloads and sales on e-commerce etc. So in my view, if you are a performance agency you are very well placed to break into what would have been a brand business. We have case studies in India where YouTube for Performance is delivering better CPAs than Search for transaction driven businesses. Today, YouTube has more impressions than any single television channel. Six months ago a brand received 1.4 billion impressions in one day and that has grown dramatically since then,” he said.
Anandan said that to truly harness the power of the Internet to reach the non-English speaking Internet users agencies and marketers will need to make creatives in local languages. “I see a lot of English ads on non-English content. What we need with vernacular is creatives in local languages. Today, there is a 50 per cent probability that if you are showing an English ad, the person who is watching it does not understand it. The second aspect, the digital asset be that the website, app, landing page or a transaction page has to be in the local language. If the whole online consumer journey is in a local language, conversion rates can more than double,” he explained.
Sharing his digital India dream, Anandan said there are X things that need to happen for his dream to come true. “An Android feature phone should cost less than Rs 800. Second, today mobile connectivity is very affordable but if you go to rural India it is very hard to get connectivity in the last 2,00,000 villages of India. To get them connected we need next-generation telecom technology. The third, is to make Indian languages work on voice. Today the Google Assistant works on a couple of Indian languages, next we need the Assistant to recognise at least 11 languages; we are working on that.”
Lastly he said, “India is not going to be the land of apps and app downloads. The real power of the Internet in India is going to be is when Indian entrepreneurs star building Internet solutions for core users. We need to build locally relevant Internet-enabled solutions.”
exchange4media Group Service
Third Dentsu Aegis Network- exchange4media Digital Report unveiled in Mumbai
The unprecedented growth of internet penetration and adoption is shaping India and its digital advertising industry. Driven by the cheap data and affordable smartphone revolution, the digital advertising industry in India is expected to grow at a rate of 32% to reach Rs.14,281 cr in 2019.
The industry which is now worth Rs. 10,819 crore is expected to grow with a CAGR of 31.96% to reach Rs. 24,920 crore by 2021. These findings are part of the third Dentsu Aegis Network exchange4media Digital Report which was unveiled on Wednesday in Mumbai. The report offers a deep dive into the growth drivers, challenges, and trendsetting work executed by brands in the digital space.
As per the report, the FMCG sector, which prefers to spend on traditional media has doubled its digital spend in the last year. The BFSI and Consumer Durables sectors have been found to have the highest share of ad spending on digital (38% and 36% respectively). And these sectors have also seen the highest growth in the proportion of digital spending in the recent past, the report pointed out. The e-commerce sector which has been increasing its spends on television has witnessed a 4 per cent increase in digital spends over the last year going from 30 per cent to 34 per cent.
The report states that the biggest driver on mobile-first social platforms will be video content. Spending on mobile videos has seen the highest growth, followed by display and social media. A major chunk of spending on mobile are made on social media (29%), followed by search and display.
Commenting on the report, Ashish Bhasin, Chairman and CEO, South Asia, Dentsu Aegis Network said, “Today, you no longer have to sell ‘digital’ to a client. This is the only medium which gives you a very measurable ROI, and almost an immediate impact. We have about 500 million people on the internet today and in the next three to four years, another 300-400 million people will join in. Concurrently, the next phase of internet users will speak regional languages and as a result, you will probably see a lot more advertising in regional languages on digital in the years to come.”
He further added, “Dentsu Aegis Network understands this scope. Consequently, we are over-weight on digital. Of our 3500 people, more than 1600 are in our digital agencies. Nearly 48% of our revenues come from digital at a time when the market average in India is still 15-17%. As leaders in digital, we recognize the need for an industry level research report which not only covers the market size but also gives a direction towards which this industry is moving.”
He said, “The lack of detailed and accurate Digital Advertising spends is surprising for a medium that lends itself to measurement.”
“It is to fulfil this gap that all the eight digital agencies of the Dentsu Aegis Network i.e. Isobar, iProspect, Merkle Sokrati, WatConsult, Dentsu Webchutney, SVG Media/Columbus, Fractal and Amnet collaborated again for the 3rd edition of our Digital Report that extensively covers Digital trends, spends and insights across all sectors. The report has now become the industry standard for Digital Marketing and this year the report summary will also be available on Alexa,” Bhasin said.
Highlighting some of the findings of the report Nawal Ahuja, co-founder and Director, exchange4media group, said “Video, voice and vernacular will define the internet ecosystem of tomorrow. Digital transformation will be adopted at a substantial scale, which in turn, will increase the adoption of digital media at a rapid pace.”
He further added, “the meteoric increase in the penetration of mobile devices and internet has led to 47% of digital media spends on mobile devices and is expected to grow at CAGR of 49% to reach spends share of 67% by 2021.”
Launching the 3rd DAN e4m report Virginia Sharma, Director – Marketing Solutions, India at LinkedIn said, “We are excited to be part of the 3rd annual DAN Digital Report that highlights the challenges and opportunities faced by marketers across the spectrum. As technology pervades all facets of marketing today, it is crucial for a digital marketer to understand what drives action for consumers and results for the business. Now, more than ever, brands and businesses will thrive best if they pursue a genuine content marketing strategy revolving around the creation and exchange of valuable content for valuable engagement.”
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Listeners can now directly ask Alexa to play music from their favourite movie soundtracks, play music by mood, activity, era, genre, artists or create a playlist just by asking
Amazon Prime Music further deepens its focus on innovative voice features with the introduction of Hands-Free feature that enables listeners an effortless, lean-back music listening experience on their Amazon Prime Music mobile app. Starting today, Amazon Prime Music listeners can simply ask Alexa to play music wherever they go, while the app is open on any iOS and Android smartphones, without tapping the Alexa icon.
Listeners can now directly ask Alexa to play music from their favourite movie soundtracks, play music by mood, activity, era, genre, artists or create a playlist just by asking while eliminating the need to tap the Alexa icon. When the Amazon Prime Music app is open and in the foreground on any iOS and Android smartphones, customers can utilize the innovative voice features they can use on Echo devices to play music and can now simply say, “Alexa” to play, pause, repeat, move back and forth between songs and much more.
- In the middle of a run? Just ask, “Alexa, play the Dance party playlist I was listening to last week” while enjoying your workout
- In a mood to cook while listening to the latest Bollywood songs? Like something and want to add to your playlist? Simply say, “Alexa, add this song to the playlist ‘My Favourite Hits’” and continue to enjoy cooking
- Busy with weights at the gym and want to start a new song to keep you motivated? Simply ask, “Alexa, play my workout playlist”. No need to interrupt your weights routine.
Commenting on the launch, Sahas Malhotra, Director, Amazon Prime Music, said, “We want to make music listening as easy and enjoyable as possible. The launch of the Hands-Free feature on the Amazon Prime Music app eliminates yet another step between you and your music, giving you the freedom from tapping the Alexa icon and simply asking for your favorite music. Since its initial launch in the US in 2018, providing Hands-Free listening in the app has been one of the top requests by our listeners for the music app. And, today, Amazon Prime Music is making mobile music streaming even better by enabling this new functionality in our app for our listeners. This brings the voice-forward music listening experience that customers love on Echo devices to the rich, visual mobile app interface”.
The Hands-Free feature in the mobile app makes the other recently launched voice-enabled features even more delightful to use and easier to enjoy. For example, in a mood to know what music is trending in other parts of the world across cities or countries? Just ask, “Alexa, play popular songs in New York”, discover similar music to what listeners are listening to with “Alexa, play more like this” and Alexa will then select and play songs similar to that favourite track, making it easier to sit back and enjoy. That’s not all – listeners don’t ever have to search or browse for their recently played songs or music they haven’t heard in a while – all they have to do is ask, “Alexa, play recently played songs” or “Alexa, play songs I haven’t heard in a while” by artist, genre or time to truly enjoy an immersive music discovery and listening experience on Amazon Prime Music. To get started with theHands-Freee music listening with Alexa in the Amazon Prime Music app, listeners can update the app for iOS or Android today or download. Listeners can always turn the feature on or off through the Amazon Prime Music app’s settings.
Learn more at:
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Account has already got 17.7K followers; Kylie Jenner, the previous record holder responds by posting video of her breaking egg on pavement
A picture of a simple brown chicken egg has become the most-liked picture of a food ever on Instagram, as per media reports.
The egg’s picture has managed to break the world record so far held by Kylie Jenner (18 million)
The Instagram account @world_record_egg is not being managed by anyone famous and had not been even verified while posting the picture. It seems to have been created to just break Jenner’s record.
The caption of the picture read: "Let's set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this."
The account has now got 17.7K followers.
The admin of the Instagram page has said: "This is madness. What a time to be alive. Thank you so much for all of your support and messages."
For her part, Kylie Jenner responded to the news by posting a funny video of herself cracking open a raw egg on a pavement, with the caption "Take that little egg".
exchange4media Group Service
Vyas, Senior EVP and Business Head of Sony Pictures Network India, says there is a need to create content which is good enough to be seen across platforms
Neeraj Vyas, Senior EVP and Business Head, Sony Pictures Network India (SPN), is all geared up for 2019 and confident of edging past others (especially with the implementation of the TRAI Tariff Order that is underway) with its content play for Sony SAB.
In a chat with exchange4media, Vyas spoke about what audiences wanted from TV.
“We are confident today. In the past, content was created enmass. This is why we see a lot of clones and this is not possible beyond a point. Today the consumer is going to choose in the next three months. We are completely unique. We have our own DNA and ethos.”
Vyas said he knows viewers won’t be loyal to a channel beyond a point. “It’s going to be completely platform agnostic. You have to deliver your content across any channel.”
TV still has a big role to play but the industry has to get its act right, he said. “TV players, content creators and producers have to work hard. The creation of shows is going to take longer. All of this is going to make TV extremely challenging with MRP and content being funnelled towards a set audience. The audience is spoilt today. And TV has a big role to play with its deep penetration. But we have to get our act right.”
“There will be a lot of shifts. We have to create content which is good enough to be seen across platforms. Your show is going to be your brand. That’s why we have an advantage as we are creating content which is unlike any other channel. It is universal and enjoyable.”
Talking on finite shows, Vyas said, “It is not going to be possible to point out what’s going to be finite or infinite. I don’t think anyone can plan with any kind of certainty any more.”
Keeping that in mind, Sony SAB has started exploring new dimensions through fresh themes and this is getting reflected in their upcoming shows. It will be launching two finite weekend shows from January 26 onwards, a dramedy, ‘Band Baaja Bandh Darwaza’ and ‘My Name Ijj Lakhan’ from 7pm to 8.30pm. There will also be two upcoming weekday shows ‘Bhakharwadi’ and ‘Baavle Utaavle’. The shows are way beyond comedy, Vyas said.
These shows will be available on SPN’s digital platform SonyLIV as well.
Vyas is steering clear of non-fiction shows, especially as part of its weekend programming strategy. “It’s also part of the aggressive growth strategy,” he added.
exchange4media Group Service
A preview of what to expect from DAN's Digital Report 2019 - the growing pie of spends on Digital, the sectors cashing in, the tech they'll use to drive their presence and more
The third edition of the Dentsu Aegis Network- exchange4media Digital Advertising Conference and the unveiling of the Digital Report will be held today at the Four Seasons Hotel in Mumbai from 3 pm onwards.
Digital India is growing at an unprecedented rate. This digital transformation is affecting every business and agency and the lack of detailed and accurate digital advertising spends is surprising for a medium that lends itself to measurement. We recognised the need for an industry level research report which not only covers the market size but also gives a direction towards where this industry is moving. The highpoint of the report is that it garners information from the decision- makers themselves which includes leading advertisers across domains, agencies and digital experts across different verticals.
A few key highlights you can expect from DAN's Digital Report 2019 are:
- The Indian advertising industry will grow at 10.62% by 2021.
- The ad spends on top media will be 39% on Television, 31% on Print and 17% on Digital.
- The biggest contributors to digital media will be by sectors like FMCG, E-commerce, Consumer Durables, and BFSI
- Technology leading to the future of digital media will be Voice, Video, Data Analysis, and Analytics, Augmented Reality and virtual reality, payment gateways, data science, machine learning, vernacular content.
The event is a half-day conference and will have a line-up of a keynote session, standalone speakers and interesting panel discussions around Digital Advertising. The theme for the DAN e4m Digital Advertising Conference this year is ‘Digital Marketing to Digital Transformation’.
For more details, click here: https://e4mevents.com/dan-2019/home
A preview of what you can expect from DAN’s Digital Report 2019 - the growing pie of spends on Digital, the sectors cashing in, the tech they’ll use to drive their presence and more! pic.twitter.com/UuDe5Lt4Xf— Dentsu Aegis India (@DentsuAegisIN) January 11, 2019
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As Founder and Managing Director of Milestone Brandcom, Bhattacharyya shares his thoughts on the OOH industry in India
Nabendu Bhattacharyya, Founder and Managing Director of Milestone Brandcom, has redefined every leadership position that he has held in his corporate journey of 18 years across brands like Selvel, Emirates Neon & Ogilvy. After having reached the top as President – Ogilvy Action, he is now in control of over 45 per cent of the Indian OOH industry.
In a conversation with exchange4media, Bhattacharyya shares his thoughts on the OOH industry in India and more.
Watch the video here or read the full interview below:
How was 2018 for the OOH industry?
Lots of things happened in 2018. Industry came out of demonetisation and GST was implemented. Telecom and Handset as a category became larger, although they were strong in 2017 as well. OTT players too came out in a big way. Around the world clients like Amazon, Netflix, Google and Apple invested a lot of money. The good part was television and newspaper as an industry probably didn't grow much but it did not decline as well because of Digital becoming more prominent. Outdoor remained immune from this fall.
Outdoor has grown not just in India but worldwide as well. Telecom, Handset followed by OTT, e-commerce and FMCG have invested heavily but real estate and jewellery took the hit from the GST implementation. As compared to other industries, OOH has remained immune and even grown marginally. The sector has witnessed a growth of 10 to12 per cent in India, whereas the world average has been six per cent. In India, it was above the world average.
How would you compare the growth of the OOH sector in India with global developed markets like US and China?
China is one of the markets where the growth has been extremely good. It has grown by 13 per cent in the Out of Home space whereas in the US it has grown by about 6 per cent. The US base is very high but largely the growth came from the DOOH space where all the mediums are allowed to convert into digital, whereas in India this is not allowed at most of the places. The authority doesn't allow you to digitize most of the media.
According to you, where are we lacking in terms of innovation?
Largely, innovation is the function where stakeholders are involved with creative agencies, the client followed by the Out of Home specialist agency which should have the capability and hunger to do something new. There is a disconnect here. The OOH does not necessarily handle the creative part of the business. As a result, most of the innovations OOH offers is improvisation rather than innovation. It's part of the creative agency to look at all the mediums differently.
When it comes to business, how do you differentiate yourself from rest of the outdoor agencies?
Milestone is the only agency which came as an entrepreneurial space. Milestone has created a different milestone in that space. We treat our businesses not only as an Out of Home player but we believe that we are a full integrated Out Of Home communication agency. We have also set up our creative agency, Milestone Dentsu, where we have started picking up creative businesses. We are not just a planning and buying agency but we create communication. We suggest clients and do fully integrated communication. Whatever is the need we address that.
How is DOOH’s growth in India?
DOOH in India is only available in controlled environment like malls, cafés, multiplexes and airports where the major chunk goes and it accounts for 20 per cent of the industry share which is Rs 600 to 800 crore. The space is growing but on a street level DOOH is still not allowed because authorities do not allow display of digital OOH. It has to be a static billboard. But I am hopeful that these laws will change since it's changing worldwide as well. In the US, DOOH has grown by 14 to 15 per cent annually, whereas static media has only grown by 4 per cent. It has a huge future and it has to change.
With so much hype around DOOH and Programatic, do you think the industry is still leveraging the full potential of both?
In India it’s difficult. As I said, 10 per cent is DOOH. Unless it becomes 60-70 per cent digital, it is difficult to apply Programmatic and Digital OOH. Internationally, it’s possible. Programmatic is a combination of all put together-Digital, Television, OOH. It's used effectively in the US but in India only 10 per cent of the mediums are digital.
With a growing demand for accurate audience measurement, how does Milestone Brandcom cope up with industry expectation?
We are initial investors in the space. We invested in data and created our own proprietary tool-Milestone Optimizer. We are constantly updating and have our 10 city measurement ready and these 10 cities contribute to about 80 per cent of the investment in the industry. So we are ready in terms of our data. In the industry some of the agencies must have done something by their own but till now it's not in that shape where it is ready. BARC happened because broadcasters invested a lot of money. Generally, this kind of investment requires media owners and that's the challenge but I am sure media owners will understand. It’s for their good. All of us are aware of and are putting our thoughts behind this. But we have started in some way to put the norms in the industry together.
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First marketing campaign of 2019, #Strongereveryhour, conceptualised by Ogilvy & Mather India, showcases improved network at crowded places
With data becoming integral to our mobile lives, a seamless network experience is critical to access information, fulfil entertainment needs and have conversations. Telecom network, Vodafone Idea, welcomes the New Year with the launch of #StrongerEveryHour. This campaign aims to highlight the improved network of ‘Vodafone SuperNet 4G - India’s Data Strong Network™’ especially in crowded zones, where a tower is being added every hour.
Vodafone has launched another campaign succeeding the #StrongerTogether campaign. The #StrongerEveryHour campaign is based on the insight that customers think of the service provider especially when they have a poor network experience. Vodafone has launched this campaign with reassured promise that customers will receive the strongest data connectivity on their phones even in crowded places. Even when stuck in a traffic jam at a crowded signal or travelling in a crowded train, customers will not have to wait for buffering the climax scene while watching their favourite shows/series or miss a turn in the midst of an addictive/engrossing online game or get a patchy network while on a video call with their loved ones.
While customers enjoy uninterrupted network experience, the most important people behind that experience go unacknowledged. Network engineers, who work tirelessly in the background to ensure a seamless network experience, never get applauded for all their hard work.
The creative by Ogilvy & Mather identifies these unsung heroes. The commercials depicts Vodafone’s network engineers moving around in crowded places, enhancing the network experience where it matters the most.
Commenting on the new campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited, said, “We are making significant investments in improving the network as the data uptake in India creates some global benchmarks. Vodafone SuperNet 4G – The Data Strong Network™ will be strengthened as towers get added every hour, especially at crowded places. For any telecom service provider network engineers are the backbone for providing uninterrupted connectivity. Through this campaign, we are saluting these heroes for helping us deliver superior customer experience. Driven by digital, the #StrongerEveryHour campaign finely captures the essence of providing a seamless network experience across other mediums like TV, OOH, print and radio.”
Kiran Antony, Executive Creative Director, Ogilvy & Mather Advertising Pvt. Ltd, said, “When a network works perfectly fine, no one ever remembers the people who work behind the scenes to make it run seamlessly. This insight is what helped us humanize the network improvement efforts of Vodafone, while staying focused on delivering the message - seamless network experience even in crowded places because we are adding a tower every hour. The campaign revolves around conversations between two network engineers while they are busy adding new towers.”
The 360-degree campaign has been conceptualised by Ogilvy & Mather India. Presenting a wholesome marketing mix, the campaign will connect with customers across diverse mediums like OOH, radio, print and digital.
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The account will be handled out of Tonic Worldwide's Delhi office and the team will manage the digital strategy, social media and ORM mandate
Mobiistar, a Vietnamese smartphone brand, has roped in Tonic Worldwide as its digital creative agency, post a multi-agency pitch.
The account will be handled out of Tonic's Delhi office and the team will manage the digital strategy, social media and ORM mandate.
Aniruddha Deb, Chief Marketing Officer, Mobiistar, said, “We are happy to partner with Tonic Worldwide for the digital marketing mandate. It's going to be an exciting partnership with Tonic as they are aligned with our vision for the brand and business. We are really connected with the ideas, the enthusiasm and the vibrant energy that the Tonic team brought to the table during the pitch process and we look forward to our partnership.”
Commenting on the account win, Tonic’s Chief Business Officer, Sudish Balan said, “We are poised to enter exciting times as a digital partner for Mobiistar as the company is all set to aggressively enter the budget smartphone market and establish a strong foothold amongst the audiences. With our strategic understanding of the digital audiences and their consumer behavior on social, we plan to deliver the results with targeted storytelling, leading to measurable results for brand scores and sales. Research, Analytics, Data, Storytelling and Technology are the 5 key pillars that will drive our strategy for Mobiistar and we are confident that our partnership will help them gain a strong digital footprint.”
The agency will help the smartphone brand in leveraging its digital image through a meticulous understanding of the consumer’s mindset, behaviour, motivations and triggers. This will help Mobiistar in creating a unique digital identity for themselves in the cluttered smartphone market.
Supporting this, Tonic Worldwide has also planned multiple digital campaigns in the coming months to amplify Mobiistar's presence across digital platforms.
Entering the Indian smartphone market last year, the mobile brand has over 1000 service centres pan India. Mobiistar aims to be one of the leading handset brands in the sub 10k segment.
exchange4media Group Service