Making the most of data-led insights for brand building

The year 2016 had several global surprises where data-led insights did not convert to realities. What should data expectations be and what are the best ways to put data to work for brand and business objectives? Here’s what experts have to say…


With data being a vital element for all sectors, marketing is no exception to this. Marketers crave for data so that they reach out to their consumers in a more customised manner. While data has been around for some time, it is only since 2016 that we started seeing marketers take this opportunity up to engage their consumers more effectively.

 

Speaking on how their experience with data was, Ashish Gupta, VP-Engineering, Rubrik India said, “Data didn’t take us from phase zero to 10, but it helped tremendously in taking us from 10 to 100. There are lots of fragmentations within data and data should be used to bridge the silos. The other trend that we saw was that enterprise as a structure is actually moving to hybrid. Enterprises are now moving to private and public cloud which is creating more silos and more fragmentations. This moves us back to the first point of how enterprises are able to leverage all parts of their ecosystem.”

 

While data-driven insights can help arm marketers better, there is an urgent need to use data effectively by decoding it and putting it to the right use. Manu Prasad, VP – Marketing, Scripbox said, “Data is cutting out of silos. For example, sites are now interacting with consumers. So, there is information flowing from the customer to the marketing team and then to the online data team. Today, it’s about being data informed before being data driven. If you torture data long enough, then it’ll confess.”

 

Management Information System (MIS) and data are two key terminologies that are heard around a lot at any company which has its core in data and marketing. Speaking about this, Kaushik Tiwari, Head – Marketing, Matrimony.com said, “MIS are always in silos. Data is not about presentations. Data can help in validating our intuitive feeling. The next big thing now is data integration.” He went on to give an example of a brand campaign they conducted where they found out that 80% of the women chatting wanted to work after marriage. Speaking about this, Tiwari said, “This insight was identified by our CPO and from the data that we could collect from the site.” 

 

Rajendra Khare, Founder, Chairman & MD, Surewaves said, “Intuition is our own mind working on acquired data. Making decisions based on data using machine learning and AI can work faster than us.”

 

“Once a new product is launched, many of them fail. To grow any business, we need data. Without data, nothing can be done,” said Yeshwanth Nagh, Founder, The ThickShake Factory. 

 

The speakers were part of a panel discussion for the launch of BW Businessworld’s 13th Marketing Whitebook in Ritz Carlton, Bengaluru on August 29, 2017.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Vodafone back with ‘Unofficial Sponsor of Fans campaign’

As part of the campaign, Vodafone customers have an opportunity to win an iPhone X every match 

vodafone

Vodafone is back with its ‘Unofficial Sponsor of Fans campaign’, adding to the excitement and taking the cricket fever a notch higher. Following its belief of celebrating the fans of the game, Vodafone has launched this national campaign that goes live on Saturday.

As part of the campaign, Vodafone has announced Vodafone FANtastic Breaks Contest that gives the customers an opportunity to win an iPhone X every match, by answering few simple questions during the month-long cricket season.  
The FANtastic Breaks Contest is part of the campaign Vodafone Unofficial Sponsor of Fans. It tests a person on cricket and general trivia. To participate during the match ad breaks, Vodafone consumers can visit the Vodafone website or MyVodafone app, log on to Vodafone Zoozoo Facebook page or dial *202# and answer simple questions. They will stand a chance to win exciting prizes every ad break and iPhone X every match.

Kavita Nair, Chief Digital Transformation Officer and Brand Officer, Vodafone Idea said, “Vodafone has always believed in celebrating the spirit of the fans and adding to the excitement of the sport. Launched last year, ‘Unofficial Sponsor of Fans’ was a huge success as it was led by consumer insight and emotions and helped us engage with our customers in a meaningful way. This year, we are making a bold move and going digital only. A lot of our audiences are on the digital medium and a lot of conversation happens on the social media platforms, making it an obvious choice for us.  We hope that we are able to delight our customers as we always endeavor to.”

Snapchat enters into collaboration with IPL teams

Fans will get behind-the-scenes updates and chance to show support through Augmented Reality Lenses, Our Stories and more

snapchat

Snapchat has teamed up with Mumbai Indians, Rajasthan Royals, Chennai Super Kings and Kolkata Knight Riders for this IPL season. 

The partnership will bring fans at home and in the stadium behind-the-scenes updates and the chance to show their support for their favourite team on match days through creative Augmented Reality Lenses, Our Stories and more.
 
Follow your team
Follow Mumbai Indians @mi_platan, Rajasthan Royals @rajasthanroyals, Chennai Super Kings @yelloveforever and Kolkata Knight Riders @kkrsnaps on Snapchat where they will be posting updates and behind-the-scenes highlights to their Official Account’s Story and receive notifications when they post.
 
In addition, CricTracker and Sportskeeda will launch on Snapchat’s Discover providing up-to-date news on all things IPL through their own Publisher Stories.
 
Get creative
Fans will also be able to celebrate key moments and show their support in creative ways by wearing their teams’ colours with special augmented reality lenses and by adding creative touches to their snaps with a range of custom filters and stickers.
 
There will also be Our Stories around the opening weekend games in Chennai, Mumbai, Jaipur and Kolkata, celebrating the best submissions from fans across India, with the first going live on March 25. 

Fantasy Sports company, Fantain ropes in Suresh Raina as its brand ambassador

Raina will be the face of the company across all its brand communication campaigns starting March 2019 ahead of IPL 12 and ICC Cricket World Cup 2019

Suresh Raina Fantain

Fantasy sports and fan engagement company Fantain Sports, today announced the appointment of Indian cricket star Suresh Raina as its brand ambassador. The left-handed batsman will be the face of the company across all its brand communication campaigns starting March 2019, ahead of the 12th season of the Indian Premier League and ICC Cricket World Cup 2019.

Suresh Raina is the first Indian batsman to score a century in all three formats in international cricket and was a significant part of India’s winning squad at the World Cup in 2011. He is the leading run scorer across IPL’s 11 seasons and a critical team member of the three-time winner and defending champions Chennai Super Kings. Raina is also only the second youngest player to don the captain’s hat in the ODI format for India.

Commenting on the partnership, Anand Ramachandran, Co-founder & CEO, Fantain said "Suresh Raina is a legend in his own right and we are delighted to be associated with him. His sheer talent, teamwork, and energy have won several matches for India and CSK. He always plays the game with a straight bat and this partnership is a perfect fit for us, as we build a platform based on trust and transparency. We wish Suresh the best of luck for this IPL and beyond.”

Speaking about the association, Suresh Raina, cricketer and brand ambassador for Fantain, said, “Fantain offers a great way for sports fans to experience fantasy sports. I am delighted to be associated with a company that provides a fantastic opportunity for sports enthusiasts to come closer to the game. The passion and energy that the Fantain team brings to the table have been a key driver in forging this partnership. I look forward to collaborating with them and engage with fans on a more personal level.”

Fantain will unveil its marketing campaign #GameHaathMein which is a call to every fan to become an active one by following his/her favourite sport on their mobiles. Along with the campaign, Fantain will launch a new version of the app that will include exciting new features like multi-match fantasy, block-chain security, additional player statistics, additional payment options and enhanced cricket content. The campaign will also target the vast customer base of BookMyShow, with a host of exciting free giveaways. BookMyShow is a strategic investor in the Chennai-based firm.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

FICCI-EY 2019 report suggests OTT platforms to benefit from TRAI’s New Tariff Order

OTT players react to FICCI-EY 2019 report and assert Television will not lose either

OTT

TRAI’s New Tariff Order (NTO) has become a major topic of discussion. With the final date of March 31 drawing close, more and more facets of this new order are pondered upon. 

The FICCI-EY 2019 report titled ‘A billion screens of opportunity’ suggests a few scenarios pertaining to NTO which might become a reality in the coming days. As per one scenario, OTT platforms are sure to benefit due to increased parity between television and OTT consumption – both in terms of content choice and costs. 

As per the NTO, the power lies in the hands of the customers who can pick and choose channels of their choice. Under the order, DTH providers can only charge subscribers a maximum of INR 130, excluding the applicable GST, for a set of 100 channels, while letting the customers to further opt and pay for the channels of their liking, separately. 

We spoke to OTT players to understand if the NTO can have an impact on the OTT platform. Many of the OTT players are also key broadcasters and they believe there will never be an either/or situation.

Uday Sodhi, Business Head – Digital, SonyLIV, Sony Pictures Network India, told exchange4media, “I don’t see the correlation between the two. The order is part of the evolution of television ecosystem. The digital ecosystem is anyway a fast growing one and if you look at the ENY report also, it shows that the digital ecosystem is growing at a fast pace. As it is the business has enough momentum so I don’t think that NTO will really impact it in any substantial way in the long run. There might be temporary impact on the market for a while.”

Manish Aggarwal, Business Head, ZEE5 India, admitted that they have observed higher than usual numbers of streaming but asserted that TV will never lose its dominance. “We are witnessing higher than usual numbers for streaming daily TV soaps as viewers are aligning their cable TV packs and channels may have blacked out. Having said that, more than cost, OTT drives a significant traffic due to the convenience it offers to the users. Television has its own audiences and in spite of rapid growth in digital consumption, TV remains to have its dominance in India due to various factors and will continue to coexist with OTT in the long run,” said Manish Aggarwal.

Karan Bedi, CEO, MX Player, however, believes that the new pricing regime for broadcast channels can drive OTT consumption. “It’s the content and the availability of better payment pipes that are the main drivers for entertainment today. The flexibility and varied subscription models that come with OTT platforms appeal to audiences who no longer want to be restricted to a single TV screen. The new pricing regime for broadcast channels should further drive OTT consumption and I believe there will be experimentation on both platforms, across verticals like never seen before,” Bedi explains.

In an earlier interaction with exchange4media, Nina Elavia Jaipuria, Head - Hindi & Kids TV Network, Viacom18 had informed that there will never be an either/or situation. “OTT is a trend that will compliment broadcast. I totally believe that two can co-exist. From Viacom’s perspective, we feel whichever screen consumers prefers to watch, Viacom will be present. Viewers can watch the same content on Voot that they missed on broadcast. To me, TV is the future of TV. Today, penetration of TV is only 66%. We have gone to 196 million households now. But there are 266mn households we can expand to. To me both will grow and both will complement each other. It will never be an either-or situation,” Jaipuria insists.

Netflix Global Marketing Chief Stephen Bruno steps down

Bruno, who joined Netflix in 2015, is set to join MGM as its Chief Marketing Officer

Stephen Bruno

The news of Netflix Global Marketing Chief Stephen Bruno’s exit has been confirmed. This comes in over two weeks of the departure of Netflix CMO Kelly Bennett who had been with the streaming giant for over seven years.

 

Bruno is all set to join MGM as its Chief Marketing Officer. He had been associated with Netflix since 2015. Bruno oversaw global campaigns for series like ‘Stranger Things’, ‘The Crown’ and ‘Narcos’, as well as features like ‘Bird Box’, ‘Mudbound’ and ‘To All the Boys I’ve Loved Before’.

 

These high profile exits have come after recent reports of Netflix planning to dissolve its entire global brand marketing team.

 

According to reports, Bruno’s exit is bound to raise questions about long-term marketing strategy for Netflix film and series. Netflix on its part has not commented on Bruno’s replacement so far.

For IPL the marketing spends on digital & TV will be 70:30: Vikrant Mudaliar, Dream11

Mudaliar, CMO, Dream11 says sporting leagues have realised the importance of how fantasy sports in particular increase fan engagement & drive higher stickiness

Vikrant Mudaliar

Last week, BCCI announced Dream11 as an official partner for the upcoming Indian Premium League season kick starting tomorrow, March 23. The association will be of four years. Additionally, the official fantasy game of the IPL will also be powered by the fantasy gaming platforms. The gaming platform will help increase the popularity of the game amongst cricket fans online. 

exchange4media spoke to Vikrant Mudaliar, Chief Marketing Officer, Dream11 on their long term association and the kind of ROI the brand is expecting from this partnership. 

Mudaliar said their association with IPL till last year was extended only to advertising, this year it will bring more brand visibility along with live broadcasting. “We have seen a great fit where a tournament like IPL has a maximum growth. Last year, we witnessed significant growth Pre vs Post IPL and, we are anticipating that level of growth to happen this year as well. Therefore, from a ROI perspective, we are extremely confident that it will justify in terms of a marketing spends we are allocating for IPL tournament. There are different ways to look at ROI, whether it is an improvement or in overall Brand Health Metrics, market share or acquisition of customers. All of these will see significant increase so that’s how we will measure the ROI,” Mudaliar explained.

Sharing, what kind of marketing mediums the brand will opt to communicate to its target audience? He replied, “Our significant amount of spends have been on digital mediums. In the last 12 months, we also have started using TV medium for the advertising. Majority of spends will be on digital, it will be largely split into two buckets, what we called as ‘Performance and brand advertising’ and Television. For this period, the ratio of digital and TV will be 70:30.”

The brand has not restricted itself to just IPL in fact, it has partnered with ICC, ISL, PKL, NBA and others.

When quizzed, was it a pre-planned strategy and how successful it has turned for the brand, Mudaliar stated, “Yes, It is a conscious strategy to try and partner with like- minded sports league. IPL is the latest addition. That’s part of an overall strategy; we are talking to the same user base, who is interested in sports. All the leagues have realised the importance of how fantasy sports in particular increases fan engagement and drives higher stickiness to their own Sports Leagues for the tournaments. It is highly synergetic in nature and has a symbiotic relationship between sports league and fantasy sports platform.”

“There was a lot of research done by us and the data suggests whenever a particular Sports League gets offered on a fantasy platform, there is a higher level of engagement that tends to give overall benefits to sports ecosystem. Such associations have worked well for us and will continue to seek more partnerships in the future,” he added.

According to him, the fantasy sports category in India has grown excessively in the last four years, “We currently have a user base of 52 million, although the category has become competitive with the entry of more players but we still have a predominant market share, close to 90 per cent. The digital infrastructure is one of the reasons where fantasy sport is increasing; the high internet penetration has helped the category. Consumers are becoming familiar to apps; there is an overall momentum in the ecosystem. The emergence of Sports Leagues not just cricket but other games has increased. Though, cricket still dominates the lion’s share as far as sports viewership and consumption in India but other sports league have also contributed to the overall growth in the fantasy ecosystem.”

As far as reach across geographies is concerned, he defines, “IPL season gives maximum reach, and we are deeply integrating with the IPL, which is set to grow from its 1.4 billion TV impressions and 200 million online viewers in 2018. This will also help Dream11 to achieve their goal of growing their customer base from 51 million users to 100 million users in 2019.”

In a 2018 IFSG-AC Nielsen survey report, India has almost 300 million sports fans who consume cricket online. Fantasy Cricket is also the most widely played online fantasy sports game, the survey reported.

“In terms of Sports Leagues and cricket, nothing is bigger than IPL globally. In Indian context, the partnership works very well for us. The brand exposure will happen through various touch points,” he concluded.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

GRADO from the house of GBTL & OCM is the principal sponsor of Sunrisers Hyderabad

The alliance will be the centre-stage for the launch of GRADO’s Cotton Collection

Sunrisers Hyderabad

One of the leading names in the fabric and apparel Industry, GRADO from the House of GBTL and OCM joins forces with Sunrisers Hyderabad (SRH) as their Principal Sponsor and Cotton Blazer Partner for 2019. In addition to the blazing performances on-field, will also mark the launch of GRADO’s Cotton Collection, with fabrics created to beat the heat and still be comfortable and fashionable. 

The format of the association will be of GRADO being SRH’s Principal Sponsor with logo presence on their jersey, on perimeter board, visible branding on the giant screen and collaterals for cheering at the stadium. Along with this, there will be a stand named as ‘GRADO’ reserved for ardent Sunrisers fans on their home turf. An experiential space will also be created for the cricket aficionados. While there will also be tickets for the team’s channel partners, the sixer of this collaboration is GRADO’s tie-up with key SRH players, namely  Kane Williamson, Bhuvneshwar, Vijay Shankar and Yusuf Pathan. Along with making numerous runs on-field, the team members are all set to bowl us over via a shoot in stunning Cotton Collection fabrics from GRADO. 

The GRADO Cotton Collection will comprise of modish fabrics in vibrant shades and patterns which include solids, checks, stripes, micro and macro structures and much more. At the epitome of comfort and style, this Collection has been crafted with impeccable quality, collation of consumer insights and industry trends. 

Speaking about the association, Rajendra Agarwal, Mentor, GRADO, said, “The opportunity to collaborate with Sunrisers Hyderabad as their Principal Sponsor was a momentous stride for us. Our brand and SRH have a lot in common – team spirit, hard-work, well-synced functions and continued dedication. These synchronicities also abetted the launch of our Cotton Collection. The SRH team perfectly dovetails into our brand ethos of simplicity and sophistication.” 

Delighted about this alliance, K Shanmugham, CEO, Sunrisers Hyderabad said, “We are delighted to welcome Grado as the principal sponsor with Sunrisers Hyderabad for the forthcoming season Grado is a prestigious brand in the luxury fabric segment and their philosophy resonates with ours.  This is an important season for us and we’re looking forward to having their valuable support for what promises to be an exhilarating, and hopefully in our case, a triumphant journey ahead.”

INOX becomes the official partner of Rajasthan Royals

Rajasthan Royals have re-launched themselves in its new colour Pink with first Royal, Shane Warne as its brand ambassador

Shane Warne

Multiplex operator, INOX Leisure Ltd, are the official partners of Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire. INOX has been undertaking initiatives for its viewers to redefine the cinema experience in the country, blending top class luxury, impeccable services and best-in-class technology with its irresistible offers for its viewers. The strategic partnership with Rajasthan Royals will further lend a touch of royalty and offer its patrons an extraordinary experience beyond cinemas.

INOX has introduced a special offer for its guests across the country enabling them to win a free trip to Jaipur to watch a Rajasthan Royals match during this year’s Indian Premier League. INOX viewers will have to book their movie tickets through INOX’s mobile application or through its website in the month of March to be eligible to win the all-expenses-paid trip to Jaipur. Those guests buying a Rajasthan Royals Popcorn Tub will also be eligible for winning the coveted trip. Along with free match tickets, INOX will offer free return air tickets from their place of residence, a 2 Nights-3 Days stay and sightseeing at Jaipur to the winning viewers. The eligible viewers also stand a chance to win the Rajasthan Royals jerseys, autographed merchandise and a chance to meet the Rajasthan Royals players.

Rajasthan Royals have re-launched themselves in its new colour Pink with first Royal, Shane Warne as its brand ambassador. Having donned various hats with Rajasthan Royals, Warne, the brand ambassador of Rajasthan Royals said, during a recently held interactive session at INOX Atria at Mumbai, “Thank you INOX for getting on board with the Rajasthan Royals. It’s a terrific family to be a part of. I am privileged to have witnessed such a beautiful cinematic experience today.”

Alok Tandon, CEO - Inox Leisure Limited added, “With a clear focus on curating the best experience for our patrons, we have continuously been working on partnerships, allowing us to take their cinema experience to new levels. The partnership with Rajasthan Royals adds a royal touch to our brand offering. We invite our patrons across the country to come forward and win a chance to experience the royalty of Rajasthan Royals from close quarters. We would also like to thank Shane and the entire Rajasthan Royals leadership for coming on-board with INOX.”
Warne set the partnership rolling as he addressed the top management of INOX Leisure Ltd and shared his life experiences on how teamwork, respect within the team, and leadership matters for any sport or an organisation to be successful. 

Ranveer Singh starrer Simmba set to premiere on ZEE5

Presented by Reliance Entertainment, Rohit Shetty Picturez, in association with Dharma Productions, Simmba will premiere on 21st March on ZEE5

SIMMBA

In another summer surprise for its viewers, ZEE5 announces world digital premiere of Simmba. The blockbuster with a power-packed star-cast comprising Ranveer Singh, Sara Ali Khan, Sonu Sood and Ashutosh Rana in lead roles, icing it off with a special appearance by Ajay Devgn, is set to premiere on 21st March on ZEE5.

After a having phenomenal run at the box office, Rohit Shetty’s high decibel cop drama is all set for a world digital premiere on ZEE5. The story revolves around Sangram Bhalerao played by Ranveer Singh, a notorious cop who wants to make money. Until an event happens in his life, which alters him and makes him choose the moral path.

Manish Aggarwal, Business Head, ZEE5 India, said, “For over a year, since our inception, Originals and World Digital Premieres have been our key content pillars. While we have had a good run with our Originals, we have also presented some of the biggest blockbusters on the platform straight after their theatrical releases. This year, we have two of the most popular and successful films – Uri: The Surgical Strike and Simmba premiering back to back on the platform. Fans all over have been eagerly waiting for Simmba to release on ZEE5 and the film with its sheer mass appeal and striking performance by Ranveer Singh is certain to become a huge success just like it did at the box office.”

Rohit Shetty, Director and Producer – Simmba, commented, “Simmba is a thorough entertainer yet the issue we are addressing had to be dealt with seriousness. I am glad that the audience loved the film along with the concept of our cop universe. World digital premiere on ZEE5 is a great opportunity for us to take the film to audiences across the globe.’

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

GSK launches ‘Hello Sensodyne’ on World Oral Health Day 

'Hello Sensodyne' is a technology innovation that uses Google Assistant

sensodyne

GSK Consumer Healthcare’s Sensodyne has announced the launch of “Hello Sensodyne” on the ocassion of World Oral Health Day. A first in the category, “Hello Sensodyne” is a technology innovation that uses Google Assistant and helps users understand tooth sensitivity better and offer guidance using voice command. 

Using “Hello Sensodyne”, users can now know the symptoms, causes and ways to manage tooth sensitivity. All one has to do is launch the Google Assistant application on any smartphone and say “Hello Sensodyne”.

Anurita Chopra, Area Marketing Director, Oral Health, GSK Consumer Healthcare said, “Tooth sensitivity is a common condition not only in India but around the world. The lack of awareness of this condition makes many consumers give up the simple pleasures of enjoying their favourite food and drinks. We are excited to launch this break through, first-of-its-kind tech innovation ‘Hello Sensodyne’ that will address queries of individuals on tooth sensitivity and allow them to take actions towards leading a sensitivity free life.”

In India, 1 in 3 adults suffer from tooth sensitivity. It is a condition that can develop over time, typically as a result receding gums and enamel wear. Tooth sensitivity happens when the softer, inner part of the tooth called ‘dentine’ gets exposed. Dentine lies under the enamel and the gums. Once the dentine is exposed, external triggers (such as a cold or hot drink) can stimulate the nerves inside the tooth, causing the characteristic short, sharp sensation of tooth sensitivity.

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.