An Experiential Revolution: How India Can Accelerate Business Marketing With Video

Guest Column: Dattatray Shivaji Katkar, Sales Director, Brightcove, India, writes how videos can help marketers break through the noise and effectively engage their audiences

e4m by Dattatray Shivaji Katkar
Published: Oct 17, 2022 4:48 PM  | 3 min read
Brightcove, India

Today, consumers’ preferences and the way content is consumed have changed exponentially. The blending of the internet, social media, and the availability of multiple screens are rapidly converging with television, fueling the renaissance of online videos. Hence, it is not surprising that brands have begun adapting to the changes in the digital sphere. Brightcove’s Global Video Index Report shows that video views have increased by 38% Y-o-Y globally, with India doubling video views at 107%.

The evolving digital economy is challenging the relevance of existing marketing practices, and marketers worldwide are looking for ways to distribute critical information creatively to engage with their audiences on a deeper level. However, in this era of too much content and insufficient attention, digital disruption is not just about creating content but also about providing consumers with meaningful experiences and lasting impressions.

No matter the industry, video can inspire, educate and build authentic human connections. To break through the noise and effectively engage their audiences, marketers need to think like a media company to connect with today’s digital-savvy, always-on consumer.

Transform Marketing with a successful video-first strategy

Brands are increasingly using videos to market products, and the pandemic has accelerated the trend. Buyers are looking for videos to consume information about a product or service as quickly and efficiently as possible. As per a recent survey by Brightcove titled 'The power of video in B2B Buyer’s Journey', 95% of buyers agree that video plays an essential role in moving forward with a purchase, and 93% believe that video is critical to build trust in a brand. From the early stages of learning about the businesses to post-purchase training and advocacy, video provides opportunities to connect and engage with key stakeholders involved in the buying decision.

However, an effective marketing strategy isn’t just about adding videos as a component of the marketing mix. Building and strengthening a video-first content strategy calls for a robust video engagement platform that enables marketers with centralised content management to access and distribute content through all marketing mediums. Furthermore, a reliable, secure, and scalable platform, layered with machine learning, provides the aggregated intelligence necessary to identify viewer preferences and engagement habits. This helps to drive personalised content as per the consumer’s interest to effectively target consumers and translate these engagements into measurable results.

Intelligent video platforms create a powerful yet intimate connection that helps businesses impact the customer journey at multiple touchpoints from websites, landing pages, social media to virtual and hybrid livestream events. It helps provide media-quality experiences for customers across all channels, builds trust in the brand, and primes sales to close the deal, no matter where they are or on which devices they consume content.

With the ability to create attention, strengthen connections, and secure conversions, by thinking like a media company, businesses can create a channel to leverage their content to the fullest and own the experience of engaging with the audiences to build a greater connection.

By Dattatray Shivaji Katkar, Sales Director, Brightcove, India

About Brightcove:

Brightcove creates the world’s most reliable, scalable, and secure streaming technology solutions to build a greater connection between companies and their audiences, no matter where they are or on which devices they consume content. Brightcove’s intelligent video platform enables businesses to sell to customers more effectively, media leaders to stream and monetise content more reliably, and every organisation to communicate with team members more powerfully. Visit

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Tata Tea creates 3D 'jhankis' for Republic Day

The brand takes a hyper-local approach for the #DeshKiJhanki initiative that captures the regional motifs of Indian states

By exchange4media Staff | Jan 26, 2023 11:00 AM   |   4 min read


This Republic Day, TATA Tea Premium – Desh Ki Chai, the flagship brand of Tata Tea launches its #DeshKiJhanki initiative, celebrating the rich contributions of our states to India@75 via an immersive Republic Day parade. In line with the brand’s hyper-local approach, the latest campaign allows users to enjoy an immersive experience through a 360-degree viewing of 3D Jhankis, and an impactful narrative that brings alive iconic moments and events from the states of India

A specially designed microsite: allows consumers to check out Jhankis (tableaus) of select states, that exhibit some key moments & contributions that brought glory to India. A unique audio-visual experience gives everyone an opportunity to get an immersive experience and enjoy the Republic Day parade from comfort of their homes. 

Knitting together elements of pride, nostalgia, and technology, the brand has also launched an exciting new Film, that showcases the ‘DeshKiJhanki’ concept in a Pop-up story book format, which is also a curtain raiser for the virtual parade on 26th January. The Film with its unique marching band inspired musical, celebrates the rich accomplishments of our states that have contributed to India @ 75. 

The #DeshKiJhanki initiative captures the below regional motifs of some of the states, highlighted in their visually vibrant jhankis: 

  • Delhi – At the centre of New Delhi stands the India Gate which is a majestic and awe-inspiring sight. The first colour TV telecast in India took place in 1982 in Delhi, which changed how we view the world. Finally, the lifeline of Delhi, the Delhi Metro connecting the entire city with its elaborate network.
  • Haryana – Haryana’s Jhanki represents our rising strength in the world of sports. Haryana is often referred to as India’s medal factory, and the entire country is proud of its athletes.
  • UP – The Jhanki of UP is showcasing Taj Mahal as well as the Ghats of Benares. UP’s culture and history is the pride of entire country.
  • Punjab – Punjab’s Jhanki symbolises the land’s rich farming culture where the seeds of India’s green revolution were sown as well as the iconic Bhakra Nangal Dam
  • Bihar – An amalgamation of Bihar’s pride – the captivating Madhubani pottery, the famous Gol Ghar and the third-longest river bridge in India, Mahatma Gandhi Setu.
  • West Bengal – Representing West Bengal’s illustrious legacy, the Jhanki showcases the magnificent Howrah Bridge, the Dhunuchi dance, and Bengal’s favourite sport, football.
  • Odisha – Odisha’s Jhanki showcases the longest earthen dam in the world, Hirakud Dam, along with its glorious past, represented through the Konark Chakra and the sun temple. It also pays ode to the state’s contribution in the sport of Hockey for India.
  • Maharashtra – The Jhanki of Maharashtra showcases the ubiquitous symbol of 21st century Mumbai – the Bandra Worli Sea Link – considered an infrastructural marvel, along with its iconic Dabbawala and the grand Gateway of India. 

Commenting on the initiative Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said “Tata Tea Premium-Desh ki Chai, is extremely thrilled to launch the Desh Ki Jhanki initiative which highlights celebrated regional motifs of pride from across the country by means of a virtual 3D Republic Day parade. Offering disruptive and immersive consumer experiences has always remained the core of who we are as a brand. We have always engaged with our consumers through such innovative consumer campaigns leveraging the power of digital storytelling & latest technology while remaining relevant to the masses. This is yet another testament of our efforts in celebrating India through its diverse culture, rich traditions & vibrant motifs across the country and showcasing them to audiences in an impactful manner.” 

Azazul Haque, Chief Content Officer India Media Monks speaking on the campaign said, “Republic Day Jhankis, the float from various states is one of the most eagerly awaited events every year. From a child to the most elderly, it’s an experience we have fond memories of. The idea of Tata Tea Premium Desh ki Jhanki Campaign is to give every Indian an immersive experience of seeing an event they have seen since their childhood; in a way they have never experienced before. The 3D Virtual, immersive experience of Jhanki's of various states is not just a campaign, it's a moment of pride that we want to celebrate with every Indian.”

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Initiative retains Jemena media account

 Mediabrands Content Studio appointed as creative agency of record

By exchange4media Staff | Jan 25, 2023 2:51 PM   |   2 min read


Following a hotly contested pitch, Initiative has retained the media business for energy networks owner, Jemena Limited, extending a 10-year relationship with the brand. The Group’s remit has also been expanded with Mediabrands Content Studio (MBCS) being awarded Jemena’s creative account.  


As media agency of record Initiative’s responsibilities include all national and local broadcast media buying, print, outdoor, radio, cinema, digital, search, social and addressable; plus, other media buying such as strategic and communication design responsibilities. MBCS’ remit covers all creative and production services and executions.


Melissa Fein, CEO Initiative said she is thrilled to start the year re-signing a valued long-term client and her team is energised to help Jemena increase its customer base as it expands its network across regional and urban centres throughout New South Wales.


Fein said: “Jemena walks our talk; they are passionate about their customers, ambitious in their plans to decarbonise their networks and totally committed to a sustainable future, all traits Initiative values deeply.  And our relationship has just got better with MBCS now on board, they’re an incredibly talented team and our cross-agency collaboration will help us continue to elevate the outstanding work we do on Jemena.”


Olivia Warren, Managing Director, MBCS said: “Jemena is a fascinating business with so much creative potential. Potential that is greater unlocked by having creative and media harmoniously working together under one roof. It makes collaboration easier, encourages new and gutsy perspectives and ultimately produces world class results for our clients.  We can’t wait to get started.”


Sandra Centofanti, Head of Strategy & Marketing at Jemena Networks, said: “Year-on-year Initiative brings fresh, exciting media thinking to the table; they understand our business intimately and deliver consistently strong results.  We’re pleased to expand this relationship and onboard MBCS as our creative partners. Their connected approach to creativity and energy for our business was magnetic and we look forward to creating big things together.”


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Hardik Pandya named brand ambassador of POCO

The cricketer will represent POCO's upcoming X-series

By exchange4media Staff | Jan 25, 2023 2:49 PM   |   2 min read


Consumer tech brand POCO today announced Indian cricketer Hardik Pandya as its brand ambassador. As a brand that focuses on challenging the status quo and representing every individual who is looking to pursue perfection and greater alternatives to the mainstream, the brand sees the ace cricketer as a perfect fit as its brand ambassador.  Hardik will be the face for the launch of POCO’s upcoming performance beast, the X-series. Entering the market soon with stellar performance and aggressive pricing, POCO's X-series is set to unleash the rebel and revamp the mid-premium smartphone segment. 

Hardik Pandya is known for his all-around skills and how he has defied the odds to become one of the most consistent and successful performers in world cricket. His youth connect and mass appeal amongst the Gen Z audience will resonate the brand persona with its audience. 

Unveiling the partnership, Himanshu Tandon, Country Head, POCO India said, “Hardik Pandya is a name that connects with India in a heartbeat. His never-give-up attitude, zeal, and enthusiasm go perfectly well with our brand’s DNA and we are confident that his personality will resonate with our audience and fans. Aligned with our brand imagery, we are confident that he will play an instrumental role for our brand and we are extremely proud to have him on board as POCO’s ambassador.” 

Sharing about his newest collaboration, Hardik Pandya, who is exclusively managed by RISE Worldwide, said, “I am pleased to partner with a youth-centric smartphone brand like POCO. I admire their smart, sleek and absolute performance-led smartphones. Most importantly, I resonate with the brand’s motto of ‘Everything you need, Nothing you don’t. I look forward to this partnership and connecting with the brand’s young community.” 

Kickstarting his role as POCO’s brand ambassador, Hardik Pandya will soon be seen promoting the brand’s much-awaited release, the X-series. The smartphone comes with major upgrades from its predecessor at an affordable offering and carries forward the brand’s vision of ensuring the highest levels of user satisfaction through cutting edge devices.

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Biryani By Kilo ropes in PV Sindhu as first brand ambassador

The brand has formed a connect with the badminton champ’s Hyderabad association

By exchange4media Staff | Jan 26, 2023 12:00 PM   |   1 min read


Biryani by Kilo (BBK) has announced badminton champion PV Sindhu as its first-ever brand ambassador.

PV Sindhu is the precise personification of the ideology of the brand. Just as the brand firmly believes that “Every good thing takes time – Fursat Se” similarly PV Sindhu has proven this to be true with her years of dedication & hard work towards the sport.

This association is considerably more meaningful since PV Sindhu was born and brought up in Hyderabad and shares a similar fondness for biryani.

Commenting on the association, Sindhu said: “I am happy to be associated with Biryani By Kilo as I have always been fond of their biryani, kebabs & curries. The brand is a pioneer in delivering fresh Handi Biryanis, Dum-cooked especially for each individual order. I look forward to a fruitful partnership with the brand.”

Commenting on the announcement Vishal Jindal, Founder & Co-CEO said: “We are delighted to have PV Sindhu as the brand ambassador of Biryani by Kilo. Biryani & sports have a lot in common, both bring people together. Champions train tirelessly and consistently for years to be able to perform and win and so do BBK as brand. Our association with her is a step towards strengthening the connection with our customers and reaching out to millions who admire & celebrate her excellence.”

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The focus now is on building mental & physical availability: Ajay Dang

The President & Head - Marketing, Ultratech - Aditya Birla Group, spoke on the power of TV in sports at the e4m TV First conference

By exchange4media Staff | Jan 25, 2023 1:57 PM   |   3 min read

Aditya Birla Group

It's critical for any brand to understand who their customer is, what they want to achieve, and what the medium can do, said Ajay Dang, President, Head of Marketing, Ultratech - Aditya Birla Group. He was speaking at the e4m TV First Conference on the ‘The Power of TV in Sports’. 

Dang stated that the world has shifted away from a little salesmanship and selling a unique proposition to as many people as possible at the lowest possible cost.

He stated that consumers to whom brands are speaking are human beings, not just wallets, and that when dealing with humans, there are a few facts to be aware of regarding how they make decisions, as this is what brands are attempting to encourage from a business standpoint. 

“A lot of these consumers use not very hardwired excel sheets analysis in terms of making decisions even the most complex decisions in life,” said Dang.  

According to Dang, the current thinking focuses on two major components: building mental availability and building physical availability. Those are the two most important things to consider, rather than the USP, and the efficiency piece is something to consider.

“Most business leaders and marketers forget that you're always dealing with human beings and those are the people that you're trying to nudge. The biggest search engine that you have as consumers is your mind, tap the Google screen later.” 

From a television standpoint, Dang believes three things stand out as strikingly different, which is supported by some numbers and science. The first thing is attention, the second is emotion, and the third is fame, and all of these things are extremely important in terms of increasing mental availability and building the prompt of brand and category when the consumer thinks of a specific problem.

"As attention rises, business results rise as well, with both top of the funnel and bottom of the funnel numbers rising. If you are trying to communicate with humans and build mental availability, attention matters quite a bit.” 

According to Dang, in terms of building long-term brand building, we need to go to media, which is slightly more long-term and more attention driven. “The worry is that on digital less than 85 per cent brands don't cross that two- and a half-a-second threshold in terms of attention span, and therefore that's something that brands have to keep in mind from the objective that they have.” 

He went on to say that brands have been enticed by FOMO, free eyeball staff, having something to talk about with our CFOs, and saying that we have instant measurement that comes our way, and as a result, I believe a lot of advertising has shifted towards short-termism.

“We have focused largely in terms of efficiency rather than effectiveness and harvesting rather than sowing and doing the long-term brand building.”

He further talked about big events like the IPL and said that while there are 22 men playing on the field, you've had almost 200 million people enjoying that same communal experience at the same time, which only a medium-like television can do and therefore television builds a huge amount of fame.

“These three principles - attention, emotion and fame - are embedded into the medium itself.  While numbers might go up in terms of penetration or come down, I think because we are dealing with human beings and because we are dealing with a medium those principles remain the same. Therefore, for the right reason in terms of long-term brand building, there doesn't seem to be an equivalent comparison to television as of now.”

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IPL streaming goes mainstream; digital viewership set to overtake TV

Native Content: Industry heads say the disruptive strategy of free streaming the IPL on Jio Cinema will bring big gains in terms of viewership

By exchange4media Staff | Jan 25, 2023 1:23 PM   |   5 min read


The countdown for the first major cricket offering of 2023, the Indian Premier League (IPL) has begun. Cricket fans are beyond excited for the biggest festival of cricket in India and the news of IPL being available for free on digital has brought in a big cheer amongst them.

India, with its massive population of internet users and a deep-seated passion for cricket, has become increasingly digital-first in its consumption of sports, especially cricket. Riding on the digital wave, this year's IPL is slated to record its biggest-ever innings on a digital platform. In a bid to unlock the true potential of IPL, Jio Cinema is all set to offer free streaming to every IPL viewer in the country across every device – mobile phones, Connected TVs, laptops, tabs etc., which is expected to result in more than 500 million people streaming IPL on their devices. With some very interesting offerings & technology interventions, JioCinema intends to change the game of sports viewing on digital platforms in the country.

While the digital story looks promising, the outlook looks a bit grim for the traditional medium of TVs. The decline of sports viewing on television has been a trend that has been observed globally, as more and more people turn to digital platforms for their entertainment needs. Additionally, the availability of high-speed internet and affordable smartphones, Smart TVs has only added to the viewership base of digital sports viewers.

In India, the decline in the number of Pay TV households & the reach and TVR for IPL is reflective of this trend. As per the recent FICCI report, the number of households with Pay TV are on a steady decline over the last three years. In 2020 there were 129 million households with Pay TV, which dropped to 125 million and 108 million in 2021 and 2022, respectively.

IPL TVR and reach on TV have also reported a consistent decline in the last few years. According to BARC, TVR for IPL has dropped from 6.2 in 2020 to 5 and 3.7 over the next two years in the M15+ AB IND U TG. Similarly, the reach of the series has dropped from 405 million to 360 million from 2020 to 2022 in the MF 2+ TG. While the traditional medium is reporting a steady decline, JioCinema’s game-changing intervention on digital may supercharge digital adoption in the country.

The never-before-seen massive scale of viewership outlook for live sports on a digital platform is a testament to the power of digital platforms in bringing live sports to the masses in India and is indicative of the direction in which sports viewing is heading towards in the country. The upcoming season of IPL promises to be a watershed moment in the digital landscape of the country. The high-quality streaming will be available to viewers at their convenience, anytime and anywhere, and it will be a perfect blend of technology and sports that will cater to India's cricket-loving audience.

Industry heads, too, endorse that the disruptive strategy of free streaming the IPL on Jio Cinema will bring big gains in terms of viewership helping unlock the true potential of the game.

Nilesh Malani, Chief Marketing Officer, Polycab India Limited said that Jio Cinema offering free streaming service for IPL is a huge disruption. "Reliance and Jio  are known for disruption. It is great for the consumer as they will get free content and will be able to watch their favourite game on a digital screen. From the advertisers stand point for us it would be better as well as when acquisition of customers is at a faster scale we believe the overall cost per contact will also go down," said Malani.


Bhairav Shanth, Co-Founder, ITW Universe said that the digital revolution has played a big role in the growth of IPL and with free viewing it will accelerate the growth of the game further. "The IPL has been adding new viewers every season and at about half a billion plus in India, it’s tempting to think it has hit some kind of a ceiling. But with the digital revolution being a big driver of this growth, at this stage of the IPL journey, the chance to view for free could accelerate this growth. Digital definitely has the potential to take the existing base of around  500-600 million and add in the next 200 Million viewers,” said Shanth.


Girish Hingorani, Senior GM and Head- Marketing, Ecommerce and Modern Trade at Blue Star Limited said that offering free streaming for IPL is a smart move on behalf of Jio Cinema. "This will bring people watching TV and digital on par. It will prove to be very effective, just like it was during the recently concluded FIFA World Cup. This move will not only build a lot of traffic for digital viewing but could be a strong competitor for television," said Hingorani.


Sapna Sharma, Co-founder, and COO, Efficiacy Worldwide Pvt Ltd said, " IPL is one the most viewed event across the globe. Free streaming of IPL on Jio Cinema is a great strategy as it will bring an even bigger audience base to the app and will result in a very high viewership. This strategy will definitely disrupt digital viewership as it will enable the incremental base of customers to become the viewer of the event and will result in one of the highest reach any sports event has got on the digital landscape. In fact, the reach of connected TV with Jio Cinema is going to be higher than the HD TV reach for the sport."


Overall, the decline of sports viewing on television is a reflection of the changing media landscape, as digital platforms have become an increasingly important way for fans to consume sports content. IPL's free streaming on Jio Cinema is a move to reach every video viewer in the country and it looks to definitely take the ever-so-popular league to newer heights.

**Native content

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e4m TV First Conference & Prime Time Awards: Glimpses

Take a look at some special moments captured through the day

By exchange4media Staff | Jan 25, 2023 1:28 PM   |   1 min read


exchange4media Group hosted the fifth edition of e4m TV First, an all-day conference that talks about the dynamic television industry at Taj Santacruz, Mumbai on Tuesday, January 24. The conference was followed by the 9th edition of Prime-Time Awards where Madison Media bagged the ‘Media Agency of the Year’ title and Policybazaar Insurance Brokers Pvt Ltd. took home the ‘Advertiser of the Year’ award.

Here are some glimpses of the day

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