'OTT a great platform for advertisers who want to tap into target audience'
Interactive Avenues Co-founder and CEO Amardeep Singh shares strategies to connect with digital-first audiences, the rise of OTT and more
Interactive Avenues has grown to be one of the largest full-service digital agencies in the country today. With a team of over 800 experts, the agency provides end-to-end digital solutions for advertisers, from Campaign Creatives to Data Management Services.
In a chat with exchange4media, Co-founder and CEO Amardeep Singh talks to us about strategies to connect with digital-first audiences, the rise of OTT as a medium to connect with people, and his mission and vision for the company.
Interactive Avenues is a powerhouse for brands seeking end-to-end digital solutions. What’s the agency’s mission and vision?
Interactive Avenues was founded with the mission to build a full-service digital agency that could cater to all digital requirements for clients. The agency provides end-to-end digital solutions for advertisers, from Creative which includes Campaign Creatives, Web / App Development, Long Form and Short Form Content, Social Media Management, Advanced Analytics, Social Listening and Online Reputation Management, SEO, Influencer Marketing, eCommerce Solutions, Media Planning, Media Execution and Management including Paid Search, Paid Social, Programmatic and Data Management Services. In the digital domain, there is a lot of interdependencies between services and everything is measurable, hence a silo-ed approach is not in the best interest of the advertisers. Interactive Avenues approach is to break down these silos and provide the best integrated solution to its clients.
Traditionally, clients had to rely on different agencies to meet their digital needs, with one agency for creative, another in media planning and buying and so on, Interactive Avenues aimed to bridge this gap by offering a one-stop-shop for all digital marketing needs. The agency's vision is to be a powerhouse for brands seeking comprehensive digital solutions, leveraging the latest technology and strategies to drive measurable results for its clients. Interactive Avenues prides itself on its team of 800 + experts who bring in-depth knowledge and experience across all digital marketing domains. The agency's focus on innovation, creativity, and technology helps its clients stay ahead of the curve and achieve their business objectives. Overall, the aim of Interactive Avenues is to be a trusted partner for its clients by providing them with customized digital solutions that deliver measurable results.
What is driving the Indian audience to consume digital content?
The Indian audience has rapidly embraced digital content, and several factors are driving this trend. Firstly, the convenience of accessing content anytime and anywhere is a key factor. With the proliferation of smartphones and affordable data plans, viewers can watch their favourite shows on the go, during commutes or breaks, and do not have to be bound to a fixed schedule.
Secondly, the wide variety of content options, including regional content, has been a significant driver for the Indian audience. The penetration of OTT platforms in regional markets has allowed for the creation and distribution of content in local languages, catering to the diverse needs of viewers. This has enabled the audience to connect more deeply with the content and has led to a surge in the consumption of regional content.
Moreover, the affordability of digital platforms, coupled with the ability to personalize viewing experience, has made it a preferred choice for many Indians. The competitive pricing of OTT subscriptions and the option to choose what to watch, when to watch, and how to watch, have given viewers greater control over their entertainment choices. Reducing data costs has enabled advertisers to reach a wider audience. This is because users are more likely to engage with digital content when it is easily accessible and affordable, which in turn increases the brand's share of voice (SoV). All these factors have led to the rapid growth of digital content consumption in India
Digital has officially become the lead advertising medium in 2022. What should be a brands’ strategy to connect with the digital-first audiences?
In today's digital-first world, brands need to adopt new strategies to connect with their audiences. As digital has officially become the lead advertising medium, brands need to focus on creating personalized and hyper-targeted ads that can effectively reach their target audience on digital platforms. Another key aspect of connecting with digital-first audiences is through content that resonates with them. This means using a mix of engaging formats such as video, social media, and mobile ads to capture their attention and keep them engaged. I see OTT as a great platform in enabling advertisers to tap into their target audience with varied content and ad formats to take care of the advertiser’s media objectives across the marketing funnel. I see OTT as a great platform that enables advertisers to reach their target audience through a variety of content and ad formats, catering to the advertiser's media objectives across the marketing funnel.
With OTT platforms, brands have the flexibility to create ads that are relevant to specific demographics and interests, and deliver them at the right time and place. OTT advertising has become a significant portion of overall digital ads, and CTV advertising is further contributing to its growth.
In addition, OTT platforms offer a unique opportunity for brands to create meaningful connections with their audiences. By associating with impact properties on these platforms, brands can showcase their values and beliefs, and start mindful conversations with their target audience. Moreover, there is a growing demand for regional content on OTT platforms, which enables brands of all sizes to connect with audiences in regional markets.
How is digital content enabling brands to build deeper connections with audiences? What role does OTT play in this?
Brands need to leverage digital content on OTT platforms to connect with audiences on an emotional level and build meaningful relationships. By thinking beyond traditional advertising and creating impactful associations with marquee shows, brands can forge deeper connections with their audiences and achieve long-term success.
Today, content is king and brands have a plethora of options when it comes to creating meaningful associations with content on OTT platforms. Branded content, in-show branding, and callouts are effective ways of creating engagement and building trust with the audience.
Viewers connect with content emotionally and form a deep relationship with the show's characters. They often notice the characters' personalities and create an image of them based on their understanding of their traits. This creates an opportunity for brands to personalize their messaging and leverage the relationship between the viewer and the characters to connect with their audience on a deeper level.
OTT platforms like Disney+ Hotstar have become a go-to platform for viewing content. The convenience of watching shows anytime and anywhere, including vernacular shows that are region-specific, has deepened their penetration into regional markets. Brands can leverage this platform to build meaningful connections by associating their products with popular shows and characters
How does associating with impact properties on OTT as a medium help brands reach its marketing goals?
As mentioned earlier, today OTT platforms offer a range of impact properties for brands to create deep associations with their target audience. These impact properties allow brands to go beyond vanilla ads and create meaningful connections with their audience.
Interactive Avenues has been working closely with the Disney+ Hotstar CreativeWorks team to enable some of our key clients to create meaningful associations with marquee impact shows on Disney+ Hotstar. For instance, Amazon Alexa's integration on Koffee With Karan season 7 where Karan Johar called out the product to demonstrate its ability to connect smart homes and created top-of-mind awareness for the product.
Similarly, ITC Foods' Bingo! Mad Angles association with Disney+ Hotstar's Taaza Khabar created relatability amongst the audience for the brand by fitting the co-branded vignette to a Bingo! Mad Angle flavour that matched the show's characters' personalities.
Another advantage of OTT platforms is their ability to offer regional content in multiple languages. Brands can leverage this to build brand awareness through region-specific targeting. By identifying the most-viewed shows in regional languages, brands can create vernacular creatives to target audiences in those regions. Disney+ Hotstar's content offering of over 10+ languages allows for a wide range of regional content that can be leveraged by brands to create deeper connections with their audience. Overall, the use of impact properties and regional content on OTT platforms can help brands create effective campaigns and reach their target audience with greater precision.
You mentioned leveraging regional content on Disney+ Hotstar. Can you throw some light on the regional campaigns you executed on the platform?
The use of impact properties in advertising has been successful in recent campaigns we executed with Disney+ Hotstar. For instance, Spotify has leveraged regional properties such as Bigg Boss Tamil and Telugu, and Parampara to reach audiences in the South regions of India. This has enabled the brand to connect with viewers emotionally, resulting in a deeper relationship between the brand and the target audience. Spotify also employs interest-based targeting through English content, where ads are in English, and first-party targeting to encourage non-subscribers to subscribe or encourage subscribers who haven't renewed their subscriptions.
Similarly, ITC Foods' campaign on Malayalam film ‘Jaya Jaya Jaya Jaya Hey’ utilized co-branded vignettes to create relatability among the audience for the brand. Meanwhile, Tourism Australia's campaign on Connected TV (CTV) was successful in reaching affluent audiences. Additionally, with content in multiple languages offered by Disney+ Hotstar, it can be leveraged to build brand awareness through region-specific targeting. The platform identifies the most-viewed shows in regional languages and enables advertisers to leverage those shows to target audiences with vernacular creatives. Overall, the use of impact properties, interest-based targeting, first-party targeting, personalizing creatives based on languages, and leveraging regional content have proven to be successful strategies for brands to reach their target audience on Disney+ Hotstar's platform. Along with these marquee shows in their entertainment portfolio, we have also leveraged live sports marketing, especially for emerging sports such as Formula E and the recently concluded Women’s T20 WC on Disney+ Hotstar for our clients.
You mentioned brand associations with Formula E and the Women’s T20 WC. What makes emerging sports an attractive proposition for brands?
Emerging sports offer a unique opportunity for brands to tap into new and potentially untapped audiences. Unlike traditional sports, emerging sports often have a smaller but dedicated fan base, which allows brands to target a specific audience that is highly engaged and passionate about the sport. This can be especially attractive for brands that are looking to reach a younger or more diverse audience.
Emerging sports such as Formula E and T20 Women's World Cup have a rapidly growing global viewership. For instance, Accenture's association with T20 Women's World Cup showcased their commitment to gender equality and women's empowerment, which resonated well with the audience. Similarly, Mahindra Racing's association with Formula E not only helped them promote their brand but also gave a powerful and meaningful message to help alter perceptions and speed up the switch to electric mobility. Overall, the association with emerging sports allows brands to create a unique identity, showcase their values, and reach a wider audience, making it an attractive proposition for them.
What according to you, will be the biggest trends in the world of digital advertising this year?
One of the biggest trends in digital advertising this year is the rise of Connected TV (CTV). Advertisers are shifting focus to CTV to reach a wider audience, including cord-cutters and cord-shavers. These viewers have abandoned traditional viewing channels and now consume on-demand content through streaming services and OTT platforms. The number of active devices for CTV is currently around 25 million*, but it is projected to grow to 40 million* by 2025. This growth indicates the increasing popularity and adoption of streaming devices and smart TVs, further emphasizing the importance of targeting the CTV audience. With the increasing popularity of CTV, advertisers have quickly shifted their ad spend towards it. The overall CTV audience, encompassing cord-cutters and traditional TV viewers, indicates significant growth, highlighting the importance of targeting them. Advertisers and marketers should rely on CTV to tap into this sizable audience, assess campaign reach through CTV measurement, and ensure that CTV is part of their informed advertising strategies.
Another trend is the growing importance of first-party data. With the increasing focus on data privacy and the phasing out of third-party cookies, advertisers are looking towards building their first-party data. This provides advertisers more control over their data, allowing them to use it to create more personalized and targeted campaigns.
I'd also like to highlight the use of impact properties, and brands associating with popular shows or series to create deeper connections with the target audience. For example, a brand can sponsor a popular show and create co-branded vignettes that fit the show's character or theme. This approach can help brands create relatability among the audience and build stronger brand affinity. The use of a show's character to promote a brand involves leveraging a character's personality traits, behaviors, or attitudes to create a relatable and memorable campaign. For instance, a brand can create a character that embodies the brand's values and use that character in its advertising campaign. This approach can help brands create a unique and memorable campaign that stands out from the crowd and resonates with the target audience.
*Source - India CTV report by MediaSmart.
(This is advertorial content curated by partner team)
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Hyundai EXTER campaign: Igniting the wanderlust spirit in India’s youth
Energetic exterior, Xtra spacious and comfortable interior, technologically advanced, eco-friendly powertrain and robust & reliable safety, EXTER has everything to make outside more exciting
By NATIVE CONTENT | Sep 18, 2023 2:07 PM | 8 min read
Hyundai Motor India Limited (HMIL) has launched a campaign for its game-changer SUV, Hyundai EXTER.
Sculpted to Perfection
EXTER stands tall with its energetic exterior, promising to turn heads wherever it goes! But it’s not just about looks, the interior offers an Xtra level of spaciousness and comfort, ensuring every journey is an oasis of relaxation. There are a host of reasons to fall in love with the stylish SUV like ample space, dashcam with dual camera and comes with as many as 60 Bluelink features. Scoring big on safety, EXTER has over 40 advanced safety features and 6 airbags as standard. With a 1.2 litre Kappa petrol engine, it is built to deliver a power-packed performance. One can choose from MT and AMT variants and can also opt for the environment friendly CNG fuel option.
A Star-Studded Affair
Adding to the oomph of the stunning SUV, Hardik Pandya was roped in as the brand ambassador. Pandya’s charismatic personality is the perfect embodiment of EXTER’s dynamic spirit. He’s the man who lives life in the fast lane, making him the ideal ambassador for EXTER. Pandya is known for his sporty persona, positive aura, and dynamic presence, which made him the perfect fit for Hyundai EXTER. After all, outside is where he is in his true element; it is where his game is! Everything about him, from his personality to his energy, is dynamically outdoorsy. There couldn’t have been a better brand ambassador than the celebrated all-rounder to endorse the all-rounder SUV!
When outside is your playground, EXTER is your ride.
Cricketing Marvels Unite
Hardik Pandya, Smriti Mandhana, and Jemimah Rodriguez joined forces for the EXTER launch TVC, a historic moment where three icons from the cricket world came together for the first time.
Buckle up for a thrilling journey as we dive into what makes EXTER an SUV like no other.
Think outside. Think EXTER
The vibrant and energetic campaign has been created keeping in mind the youth of India, their lifestyles and interests. Driven by wanderlust, Gen MZ is constantly looking to explore, learn and experience new things. For a generation that is always on the go, outside is home and it is the place where the youth belongs! Think outside, Think EXTER aptly captures the outdoorsy vibe of those who it is created for. Easy to recall and fun to repeat, the line is catchy and lends itself beautifully to the campaign.
EXTER embodies the free spirit of those who love to explore and seek new experiences every time they set out. Be it the signature H-LED DRLs, the branding on the front bumper, sporty bridge type painted black roof rails, everything makes Hyundai EXTER look spectacular and ready for exploration. The spacious interiors have been crafted to offer utmost comfort so there is room for everything that one might need when exploring outside.
The campaign rollout was a journey in itself! To drive home the brand message of Think outside. Think EXTER, a fun campaign spread over multiple phases was conceptualized. The first phase was about building anticipation. To do this, a series of posts featuring animals looking curiously in the outside rear view mirror was rolled out on social media. These quirky posts worked well to generate curiosity on social media, thus helping to build anticipation among the TG and leaving them wanting for more.
In the second phase, the name ‘EXTER’ was revealed. For this, alphabets that comprised the name EXTER were shot in the wilderness in keeping with the SUV vibe, creating the much-needed buzz among the youth. Soon after the name reveal came the first glimpse of the SUV. In this phase, a render of EXTER was released, followed by more key visuals of other noteworthy features of the SUV. At this point, social media was abuzz with excitement about EXTER. Comparisons were being made between the upcoming SUV and luxury SUVs. The stupendous response from auto enthusiasts was all that was needed to set the stage for the next phase.
After the pre-buzz phase, it was time for the big announcement about Hardik Pandya being the brand ambassador for EXTER. This got the youth excited like never before and they couldn’t wait to see the charismatic cricketer and the stylish SUV together.
The fourth phase consisted of the ‘Bookings Open’ campaign which had a series of unique stop motion films targeting those who love to set out and explore. These films depicted how EXTER, with its performance and features, seamlessly fit into the lifestyle of the Indian youth. The final creative in this phase made the wait worth it. The fun commercial, set to a hummable number, featured Hardik Pandya standing next to Hyundai EXTER, the duo looking smashing in every sense of the word. It hit the right chord with the youth and fuelled positive conversations on social media. It was clear that the youth wanted more of EXTER and Hardik Pandya and that’s what they were going to get.
Digitally, the focus of the campaign was on interactive creatives. From digital innovations like end-less zoom (an interactive creative piece where one can keep zooming in till they want) to meme marketing and a gamified IG filter using EXTER, a lot of buzz was created. In addition to this, two videos centred on dashcam were created. The overall response was overwhelming that gave a clear indication that EXTER campaign was on point and was speaking to the youth in their language. The creatives in this phase led to a massive spurt in bookings.
The fifth and the concluding phase of the campaign was what the nation was waiting for - the exciting launch TVC.
The film shows Hardik Pandya stepping outside in Hyundai EXTER and more friends joining him in their EXTER. They head to a beach and get ready for? Any guesses? A cricket match! The match soon turns into a beach party when Smriti and Jemimah make a surprise entry in their EXTER! To keep with the vibe of the SUV, the launch event was packed with unique experiences. The SUV made an innovative and extraordinary entry from up the roof to fuel the excitement of those present. To make the launch event more immersive, a 270-degree LED display was used. An ‘Experience Zone’ was created around the SUV and journalists were invited to create engaging content. The new Ranger Khaki colour was well received by all. It was the colour that aptly captured the essence of EXTER, its sturdiness and solid stance.
Taking Over India
Mall activations, showroom POPs, digital posts, and outdoor advertising ensured that EXTER was everywhere. It goes without saying that Hardik Pandya was part of it all. From showroom POPs to digital posts and OOH, the iconic cricketer and EXTER took over much to everyone’s delight.
An astonishing billboard, made from over 3 lakh Lego bricks showcasing EXTER’s boldness and solid presence, captured the world’s attention. The unique billboard, installed at Cyber Hub in Gurugram, won the India and Asia Book of Records and found a mention on the world’s largest Facebook Lego fan page.
A comprehensive data-driven digital marketing campaign was devised and implemented to keep the conversations around EXTER going. YouTube Masthead takeover during prime time, 3D audio ads, sponsored playlist, 30-min ads free sponsored sessions on Spotify app, and video ads on all popular OTTs were planned to engage with the target audience.
On TV, split screen and headline branding took over all major news channels like Times Network, Republic Network. Show integration with the most popular programs on Star Plus, Star Vijay, and Star Pravah was planned for greater impact, visibility and reach.
Radio is an important part of the integrated campaign. RJ-led activities and interactive programs have been planned across 30 cities.
Hyundai EXTER is a co-presenting sponsor of Asian Games. Four renowned Indian athletes are being engaged to create content around the SUV. Hyundai EXTER was also the Driven by sponsor of the biggest Influencer Awards “InfluencEX” held in Goa.
All in all, the integrated campaign for EXTER worked like a charm with the target audience, resulting in 50,000+ bookings in the month of launch.
EXTER: Where Every Journey Begins
Hyundai EXTER brings with it many firsts! It is the first SUV in the segment with a voice-enables smart electric sunroof. The dashcam with dual camera is an exciting first, as is the long wheelbase, giving the SUV ample space inside for everything that is needed to be outside. It is also the first time that three cricketers -- Hardik, Smriti and Jemimah shared the screen together.
The campaign was rolled out across India on all major platforms. It received a phenomenal response from car enthusiasts and the youth who are loving Hyundai EXTER as much as they love the outside.
(This is advertorial content curated by partner team)
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Driving Business Impact: 5 reasons why brands must not miss World Cup on television?
2023 broke all viewership records on TV delivering a tournament reach of over 500 million viewers and a 34% increase in TVR compared to 2022, as per BARC
By NATIVE CONTENT | Sep 12, 2023 6:45 PM | 3 min read
The most awaited sporting event of the year is slated to be an advertising extravaganza on television this festive season. Here are 5 reasons why associating with the Cricket World Cup on television is an unmissable opportunity for advertisers.
The Towering Growth of Cricket Viewership and Ratings on Television
Cricket viewership on TV both in terms of reach and ratings has witnessed a meteoric rise in 2023. What makes it more compelling is that the viewership growth has been agnostic of formats whether it be T20, Tests or ODIs. IPL 2023 broke all viewership records on TV delivering a tournament reach of over 500 million viewers and a 34% increase in TVR compared to 2022, as per BARC. The World Test Championship Final recorded the highest ever reach for any test match drawing 124 million viewers, 32% higher compared to the previous final in 2021. In the year of the ODI World Cup, the format recorded a massive 63% increase in TVR, setting up for yet another record-breaking cricket megaevent on television.
Proven Might of Cricket World Cup on Star Sports
In the last edition of the ODI Cricket World Cup in 2019 when the overall TV and HD homes penetration was relatively less than what it stands it currently, a mammoth 552 million viewers were reached on television. Any India match during the World Cup delivers an incredible reach of 210+ million, which is more than the total number of online shoppers in India. With India set to play a minimum of 9 and a maximum of 11 matches this time, advertisers are in for a treat. Even Non-India matches are a media plan by itself having reached 380 million viewers in 2019, driving 3.5X higher reach than KBC and 3X higher reach than Bigg Boss.
Surging Superiority of HD in Capturing Affluent Viewers
HD continues to be the superlative platform to reach premium audiences with HD homes increasing by 30% (56 Million to 73 Million) and 2X growth in cricket viewers (46 MN to 109 MN) in the year 2023. As per industry sources, HD sponsorship is in high demand for the upcoming World Cup with multiple clients onboarded and closures expected from several more.
Power of Collective Viewing in Enhancing Advertiser Impact
Given the heightened level of passion for Cricket World Cups, viewers strongly prefer watching the event on television in the company of friends and family, driving the largest aggregation of collective viewing. Engagement and discussions for brands viewed during ads contribute to higher discoverability and brand recall for ads. As per a YouGov research, co-viewing on TV among friends and family leads to 2.2X higher brand recall among viewers. Additionally, 92% cricket viewers on TV discuss with family or friends before purchasing products. As Indian families often make collective purchase decisions to buy for the household, collective viewing on TV during live sports significantly enhances the impact of brand communications.
Differentiated Brand & Business Impact
World Cup on television has powered advertisers to supremacy both in terms of brand and business impact. As per brand lift studies conducted during the World Cup, advertisers have consistently seen an increase in awareness by 2x whereas consideration has gone up by 1.7X. Search interest for brands advertising on TV during the World Cup has seen an uplift to the tune of 2X. Digital first brands like PhonePe, Spotify, Policy Bazaar and MakeMyTrip have developed their respective categories and became market leaders on the back of associations with World Cup on TV.
As per recent media reports, the likes of Coca Cola, Mahindra Auto and HUL have announced their associations with Disney Star with the deals valued over Rs.150 Crore each. The stage is set, and the world is watching; it's a momentous occasion for advertisers to shine on the grandest stage of them all.
(This is advertorial content curated by partner team)
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Adscholars-iion enters into dynamic partnership to transform gaming in India
The alliance brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Indian market
By NATIVE CONTENT | Sep 11, 2023 10:51 AM | 3 min read
The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion which aims to transform the gaming advertising landscape in India amidst an industry boom.
The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Indian market. iion will scale immersive gaming solutions in this market, using Adscholars' programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms.
This partnership enables iion to utilize Adscholars' market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game advertising encounters.
iion’s immersion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.
Levelling Up: The Online Gaming Boom Hits India
Statista reported India's online gaming industry was valued at around INR 135 billion in 2022, up from 101 billion rupees the previous year. Projections indicated it could surpass INR 231 billion by 2025, with a robust annual growth rate of 19%. With a substantial youth population, India is poised to become a prime gaming market. With a significant youth population, India is poised to become a prime gaming market. The country's market growth is propelled by the expansion of IT infrastructure, fueled by the increasing adoption of smartphones and high-speed internet.
Brands tap gaming's audience engagement potential. Gameloft finds in-game ads boost brand awareness and likability. Messages over 15 seconds yield +23% purchase intent, highlighting gaming's unique immersive impact.
The strategic partnership between Adscholars and iion places them at the forefront of innovative monetization and advertising ushering in a new era of industry growth amid the nation's burgeoning gaming landscape.
He further added,
Srikanth Rayaprolu, CEO of Adscholars said, “We are delighted to announce a strategic collaboration with iion, a prominent advertising platform with a far-reaching presence in diverse gaming environments. As the gaming industry continues its rapid expansion within the Indian market, Ad Scholars, in partnership with iion Gaming, is primed to offer brands an exceptional opportunity to engage with gamers both within the gaming ecosystem and its surrounding landscape.
He further added, This partnership promises to open captivating creative avenues, actively connecting your brand with the vibrant gaming audience. Adscholars has been collaborating with brands and agencies in India. With this new partnership, we're excited to introduce innovative gaming inventory options for our clients.”
Yun Yip, iion’s Chief Commercial Officer said, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever-growing audience, whilst delivering superior marketing outcomes in-game advertising. A successful gaming strategy is a now possible, accessible, and measurable.”
(This is advertorial content curated by partner team)
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ShareChat & Moj in Kolkata to highlight power of language-first move this festive season
Powered by e4m, this initiative underscores the significance of regional languages in India's digital landscape
By NATIVE CONTENT | Aug 31, 2023 1:52 PM | 2 min read
ShareChat and Moj is set to host its next City Connects event in Kolkata on September 13, filled with insightful discussions, engaging insights, and ample valuable networking opportunities.
Following the major successes of the City Connects events in Ahmedabad and Chennai, where participation and acclaim were at an all-time high, the upcoming event in Kolkata is anticipated to continue this trend and experience the buzz. Powered by e4m, this initiative underscores the significance of regional languages in India's digital landscape, especially as brands and agencies prepare for the festive season.
The festive season in India is synonymous with a surge in consumer engagement and spending. As brands vie for the attention of a diverse and expansive audience, the challenge lies in crafting messages that resonate with language-first audiences. Here's where the expertise of ShareChat and Moj shines as they lead brands in delivering impactful campaigns by harnessing the power of diverse and customisable ad solutions—a strategy that holds the potential to substantially accelerate brand growth.
With a strong user base of over 325Mn+, the majority of whom prefer native language interaction on social media, ShareChat and Moj have consistently highlighted the effectiveness of regional content, enabling brands in driving incremental reach.
The event will feature expert sessions and panel discussions with top industry voices, enabling attendees to gain insights into crafting compelling content and leveraging regional content creators and short-form videos for brand campaigns.
The Kolkata chapter will help marketers gain insights that will allow them to tailor their marketing initiatives to suit the unique needs and keeping in mind the cultural nuances of India’s diverse language-first audiences, a large untapped market. The perfectly timed session will allow brands and agencies to use these insights to curate strategies to make the most of the upcoming festive season.
Furthermore, the ShareChat and Moj City Connects event in Kolkata will put the spotlight on the evolving landscape of digital marketing, where content creators and diverse advertising solutions in regional languages are becoming increasingly pivotal.
As brands gear up to captivate audiences during the festive season, understanding the broader spectrum of tools and strategies in regional languages will be their key to success.
To register for ShareChat and Moj City Connects, Kolkata, click here.
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Maximizing cricket season: A complete guide to effective advertising on Disney+ Hotstar
Disney+ Hotstar has announced free viewing of the two tournaments for all mobile users, this will prove to be a game changer
By NATIVE CONTENT | Aug 14, 2023 3:00 PM | 6 min read
As anticipation builds for the Asia Cup and the forthcoming ICC Men’s Cricket World Cup, the clamour of brands capitalizing on these sporting spectacles' immense popularity is hitting an all-time high. Disney+ Hotstar, with its free viewing, innovative ad formats, and precise targeting options for the two tournaments, has made it into a formidable digital platform for brands to associate with.
Disney+ Hotstar has announced free viewing of the two tournaments for all mobile users, this will prove to be a game changer in making the games accessible to more than *540 million smartphone users across India (FICCI * EY report). Besides this, the leading OTT platform is set to revolutionise live cricket advertising with special pricing offers, sharp targeting capabilities and innovative ad formats.
However, achieving success requires more than enthusiasm. It demands insightful analysis of past campaigns, understanding their implications, and translating these learnings into powerful future advertising strategies.
To empower brands in maximizing this opportunity, Disney+ Hotstar has assembled a guide based on an analysis of close to 50 campaigns from the ICC Men's T20 World Cup 2022 campaigns. The gleaned insights, spanning across Key Performance Indicators (KPIs), serve as a valuable resource for brands seeking enhanced results from their associations with cricketing events.
The Power of Effective Media Planning:
A key takeaway from the brand lift study is the remarkable success rate of ad campaigns during the ICC T20 World Cup on Disney+ Hotstar. With a staggering success rate of 96%, these campaigns surpassed industry norms significantly. Such a number demonstrates the vital role effective media planning plays in crafting successful advertising strategies.
This success underscores the importance of Disney+ Hotstar as a platform for brands, especially during prominent sporting events like the upcoming cricket season. Its broad viewership, precise targeting options, and innovative ad formats make it a strategic platform to engage potential consumers effectively. Disney+ Hotstar is offering a range of cutting-edge ad formats which include 3D breakout ads on mobile, an integrated Whatsapp as a Call-to-Action for ads which will open a direct line of communication between brand and target audience.
With a commitment to deliver the most successful Asia Cup and ICC Men's Cricket World Cup, Disney+ Hotstar has brought in innovation to offer over 75 unique targeting options, creating a highly specific and tailored approach to reach their target audience. The targeting parameters provides immense flexibility of cross-tabbing, allowing brands to combine multiple parameters like location, demographics and many more to create a highly specific targeting approach. This allows advertisers to precisely reach their desired audience and optimize their campaigns for maximum impact.
The success of an ad campaign also hinges on the strategic utilization of multiple platforms and innovative ad formats. Brands leveraging both mobile and Connected TV (CTV) platforms reported 2X brand favourability and 1.2Xpurchase intent, as compared to those that focused solely on mobile platforms. This demonstrates the potential of a multi-platform approach in deepening consumer engagement and broadening the brand's reach. In addition to platform diversity, the choice of ad formats significantly influences the campaign's success.
In essence, effective media planning on Disney+ Hotstar has the potential to turn the imminent cricket season into a rewarding advertising playground for brands.
Balancing Frequency and Budgets:
Data suggest a strong correlation between the duration of the campaign and its subsequent impact on key brand metrics such as brand awareness and purchase intent. Brands that maintained a continuous presence throughout the tournament reported a more significant impact on these metrics compared to those that were active for a shorter duration. Moreover, a higher level of financial investment also directly corresponds to brand uplift.
The study showed that larger investments led to a significant surge in brand awareness. Brands investing Rs 5 Crores or more realized a 1.9-fold uplift, whereas those investing Rs 2 Crores saw a 1.4-fold increase.
Ensuring the right balance allows brands to maintain their visibility, keep their message at the forefront of consumers' minds, and maximize their return on investment, ultimately enhancing results from their ad campaigns on Disney+ Hotstar during the cricket season. Sponsor brands experienced a greater uplift in comparison to inventory buyers, illustrating the advantage of varied ad formats in promoting brand recall and favourability. Moreover, campaigns that supplemented midrolls with other ad formats witnessed 2X impact on brand favourability and purchase intent. Disney+ Hotstar offers interactive ad formats suited to each advertiser’s requirement for example live video ads (midroll/pre-rolls), to display ads (L-bands/ billboards) with added options to contextualise their ads based on key moments during the live feed (such as 6s and 4s, fall of wickets, extras etc).
This finding underscores the importance of diversifying ad formats within a campaign, with a combination of midrolls and other formats leading to a more profound impact.
Creative Development Guidelines for Successful Advertising:
When crafting advertisements for this monumental cricket season, brands should not neglect the power of clear and strategic creative guidelines. The brand uplift study of past successful campaigns reveals some fundamental principles that significantly enhance brand recognition and message association.
Firstly, establishing a clear role of the brand is crucial. Campaigns that effectively convey the brand's identity and positioning have been observed to yield twice the success in terms of brand awareness and favourability. This makes it essential for brands to project a strong and distinctive brand role that resonates with the viewers.
The power of simplicity cannot be understated. Campaigns with a simple and direct message deliver 2.6 X success in establishing the brand message vs. the ones that don't. Complex messages can often be lost on viewers, particularly in the high-energy context of a cricket match.
Humanizing your brand is a key strategy. By showcasing human involvement and connection, brands build relevance and drive brand metrics across the marketing funnel. The presence of relatable figures or narratives within the advertisement can foster a sense of familiarity and affinity among viewers, enhancing their connection to the brand.
Finally, brands that engage in active dialogues with their audience have twice the impact on brand favourability. This could be through real-time interactions during live matches or via digital platforms, fostering a sense of community and involvement.
As brands navigate their creative strategy, these guidelines can serve as a robust roadmap for optimized performance.
In conclusion, by understanding and integrating these crucial learnings into their strategies, brands can optimize their advertising efforts on Disney+ Hotstar during the Asia Cup and the ICC Men’s Cricket World Cup, thereby amplifying their return on investment.
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Regional influencers unveil the true potential of brands: Atul Pujar of ITC
During the Chennai chapter of City Connects hosted by ShareChat and Moj, industry leaders spoke on revolutionizing the digital landscape to empower brands in engaging India's language-first user base
By NATIVE CONTENT | Aug 14, 2023 11:34 AM | 3 min read
As digital marketing continues to evolve, regional languages have surged to the forefront of tailored messaging. This shift was prominently discussed during the recent Chennai chapter of City Connects hosted by ShareChat and Moj.
Top industry voices congregated at the event to deliberate on regional marketing strategies. Their aim was to harness the growing regional audience on social media, especially from the smaller Indian towns which are the emerging business centres of the country.
Setting the tone for the event, Gaurav Jain, the head of emerging business at ShareChat and Moj, noted, "The internet isn't just for English-speaking elites anymore. Much of today's content is consumed in diverse regional languages. It's crucial for brands to capture this diverse essence of 'Bharat' for optimal outreach." Jain further spotlighted impressive user engagement statistics for ShareChat and Moj, including their staggering monthly user base of 400 million.
The rise of regional marketing also intersects with an influx of new social media users hailing from India's smaller cities. Seema Walia, Director, scaled business at ShareChat, moderated a panel discussion called - Creator, Content and Campaigns: Embracing Cultural Diversity and Language First Approach to Drive Brand Strategies, emphasized on the unique character of India's tier 2 and tier 3 towns. "These towns resonate with representatives who grasp regional subtleties and cultural depth. A generic marketing strategy just won't cut it anymore," she stated.
Highlighting the role of local influencers in making a brand more relatable, Atul Pujar, marketing manager at ITC said, "India's consumption patterns have undergone a drastic transformation. The generic 'one size fits all' strategy is obsolete. Regional influencers, especially from smaller towns, unveil the true potential of brands in these markets," he asserted.
Establishing that the smaller towns will define the growth of a brand, Hari Hara Sridhar, Head of Marketing Communications at Nippon Paint said that platforms like ShareChat and Moj will play a crucial role in helping brands tap these markets. "ShareChat and Moj provide unparalleled access to tier 2 and tier 3 markets, which are pivotal for future business. Traditional mediums simply can't offer the same reach," he said.
The symposium also explored the ascending trend of short-form videos in regional languages through an engaging panel discussion-- Beyond translation: The roadmap to captivating Bharat and young India through culture, language and short form videos.
Arjun Dhananjayan, founder of 88GB, highlighted the discerning nature of young Indian consumers and how short form videos help brands reach them. "Traditional ads won't retain their attention. However, short-form videos in regional languages, particularly those featuring local influencers, can captivate them," he explained.
Highlighting that brands with a large consumer base like personal care items, food items, FMCG brands are all set to benefit from the language first approach, Neeraj Moorjani, founder of BLeap Strategy and marketing, said brands must explore the festive season to begin with. Sharing insights on seasonal advertising, Moorjani said "Festive seasons present a golden opportunity for brands to emotionally resonate with the consumers, especially in their regional context. Platforms like ShareChat and Moj are ideal for such endeavours due to their customizability for content creators and users," he elucidated.
In essence, the convergence underscored the imperative of a 'Language First' strategy to untap the potential of smaller towns of India. In this ever-changing digital environment, marked by a surge in regional content and evolving consumer tastes, it's paramount for brands to resonate with the multifaceted Indian consumer base in the language they speak.
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Disney+ Hotstar revolutionizes mobile advertising for Asia Cup & ICC Men's World Cup
The platform is offering free viewing, innovative formats & targeting options
By NATIVE CONTENT | Aug 3, 2023 1:08 PM | 4 min read
With the Asia Cup and the ICC Men's World Cup around the corner, cricket's euphoria is set to sweep over India. To heighten the sports fervour, Disney+ Hotstar, a leading OTT platform, has announced that these major tournaments will be available as free-to-view for all mobile phone users, thus enabling more than 540 million (*FICCI E&Y report) smartphone users in the country to watch the matches for free, anytime, anywhere on their handsets.
The sheer scale will make Disney+ Hotstar one of the largest digital advertising destinations in the country. The timing of the cricketing calendar could not have been better this year. The most popular sport in the country coincides with the festive season, thereby heightening the sense of anticipation and excitement. This will not only take the reach of the matches to new heights, but has also created an unparalleled opportunity for advertisers to encash on the cricketing euphoria ahead of the festive season.
The platform's advertising success stems from its extensive targeting capabilities, boasting over 75 unique options - the highest ever for live sports in India. This wide array of targeting options includes the usual demographic and geographic targeting, in addition to categories like New Consumer Classification System (NCCS), online transacting audience, first-party data, and multi-layer targeting. The precision targeting allows advertisers to reach their desired audience with optimized campaigns. By leveraging niche targeting, brands can tailor their messages to specific segments, enhancing the effectiveness of their marketing efforts. This allows for zero spillage and gives brands superior ROI for their campaigns and maximize impact.
Innovation is at the heart of Disney+ Hotstar's offering, with a range of cutting-edge ad formats. The platform has introduced industry-first 3D Breakout Ads on Mobile - Billboards, the first ad that users see when launching the app. Both Static and video 3D Billboard ads give advertisers an opportunity to showcase their products with multiple layers, outside the standard video player, offering a richer viewer experience. The OTT leader has also integrated WhatsApp as a Call-to-Action (CTA) for ads, another groundbreaking feature. Viewers clicking on the CTA are redirected to a WhatsApp chat, opening a direct line of communication between brands and their target audience. Brands can engage with potential customers, share offers, and more, creating a personalized interaction.
Additionally, Disney+ Hotstar allows advertisers to leverage its unique social feed, featuring branded moments, feed cards, and scorecard ads, providing a seamless blend of content and advertising. With so much on offer, Disney+ Hotstar is also setting a benchmark in advertising diversity, they are flipping the script, proving that it's not just a playground for behemoth advertisers. The flexibility of packages starts as low as Rs. 2 Lacs, making it an attractive entry point for smaller brands eager to connect with cricket fans. At the same time, brands with deeper pockets are not left out, as they can step up to a co-presenting sponsorship as well. This well-tailored strategy ensures that the platform is an accessible platform for advertisers of all scales, championing the notion that every brand, regardless of size, can truly make the most of the cricket season's excitement and reach millions of ardent fans.
In an exhilarating alignment of events this year, the rhythm of cricket is set to match the beats of the vibrant festive season. The Asia Cup is scheduled to commence on the 30th of August, the same day as Raksha Bandhan. As we delve further into the cricketing spectacle, the mellifluous chants of Ganesh Chaturthi, occurring from the 19th to 29th of September, will coincide with the thrilling climax of the Asia Cup. And before the echoes of Ganesh Chaturthi's celebrations fade away, the ICC Men's Cricket World Cup takes the center stage on the 5th of October, adding to the growing anticipation of the festive season. Finally, as the country lights up with the joyous celebration of Diwali from the 10th to the 14th of November, the World Cup's nail-biting finale brings an added sparkle to the festivities.
As India's economic environment starts to rebound, the anticipation for the upcoming festive season is palpable. The upcoming festive season is traditionally a high transaction time for sectors like automobiles, ecommerce, fashion & retail, consumer durables, and FMCG. With two major cricket tournaments coinciding with this festive period, Disney+ Hotstar's free access for mobile viewers turns it into a must-have platform for every brand looking to capitalize on this vibrant season.
In a country where cricket unites people, the stage is set for the most significant cricketing face-off. It offers a unique opportunity for brands to connect with their audiences over the shared passion for cricket during the peak festive season. As the game progresses on the pitch, brands can hit the perfect advertising score with Disney+ Hotstar.
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