Mobile emerges as primary screen for connected consumers of India

With spends on mobile marketing set to touch₹ 20,000 crore, the latest e4m Mobile Marketing Report looks at future trends

e4m by Simran Sabherwal
Published: Dec 3, 2020 9:21 AM  | 13 min read
mobile marketing

The recent lockdown, due to the ongoing pandemic on account of COVID-19, saw companies re-strategizing their marketing mix. With traditional media severely impacted, brands took the digital route, specifically targeting consumers through their handset devices. While a majority of digital spends in India is happening on Mobile, the pandemic has accelerated this trend. It is estimated that45-55% of the digital advertising budget is now spent on mobile advertising and this share is likely to increase to around 65-70% by 2022. According to Anmol Puri, Partner, Deloitte India, “In 2019, the mobile ad spend in India was roughly around Rs 6,000-7,000 crore growing at a healthy CAGR of 40% over the past three years. In the next three years, I expect mobile ad-spends in India to continue to grow at a CAGR of around 45% and reach about Rs 18,000 crore – Rs 20,000 crore by 2022.” 

Sharing this sentiment is Vidhu Sagar, Managing Director – India, MediaDonuts who says, “We are looking at accelerated growth of digital spends overall and correspondingly, a faster growth in mobile spends too. The growth rate should continue to hover around the 25% - 40% per annum mark for mobile for the next three years. So, mobile spends will be approximately Rs 14,000 crore in 2021, going up to a sizeable Rs 20,000 crore in 2023.” 


Mobile is now the primary screen for all the connected consumers in India. With consumers spending close to 3.5-4 hours a day on their smartphones, brands are increasingly shifting their focus to this touchpoint. Currently, most of the mobile advertisement budget, across many categories, is spent on online videos, social media promotions and paid search.

Categories that are heavy on Mobile include categories such as FMCG/CPG, Consumer Durables, Auto, BFSI, Telecom, Retail and Travel.  In addition, new sunrise sectors such as e-commerce and digital-first brands such as online retail and fashion, food delivery, pharma, grocery, ed-tech, media and entertainment, hyper-local services, fin-tech and gaming are the big spenders on mobile with their entire business, customer experience and user base centred around Mobile. Suneil Chawla, Co-founder, Social Beat says, “The largest spenders on mobile marketing are FMCG, e-commerce, retail, BFSI and auto. The new sectors really ramping up are ed-tech, gaming and mobile-app only start-ups who have found millions of Indians coming online.  From entertainment to commerce and productivity, Indians have found their answer on the mobile device.” He adds, “We see even traditional advertisers who used to spend on Television, Hoardings and Print, shift significant budgets to Digital. On Google and Facebook, if a brand lets the algorithms optimise, 90% of the spends are on mobile with 10% on desktop and tablets.”  

According to the ‘Contribution of Smartphones to Digital Governance in India’ Report By The India Cellular and Electronics Association (ICEA) in partnership with KPMG India, India is expected to get 829 million smartphone users by 2022. In addition, data usage has increased from 2.7GB per month in 2016 to roughly 10.4GB per month in 2019, while prices have reduced from 152 per GB in 2016 to 10 per GB in 2019. The increased mobile adoption presents marketers and brands with a huge opportunity. GopaKuma, COO, Isobar India says, “There has been an exponential growth in mobile adoption in India in recent years. We all have been talking about the pre-Jio and post-Jio change. Post-Jio, there has been a massive increase in mobile penetration in India. No longer confined to tier 1cities, the usage has taken off primarily because of falling data and handset prices. By 2022, mobile penetration is expected to reach 92%, giving huge opportunities for marketers and brands to reach out to these consumers.”  

Ashwin SL, VP –Marketing, MoEngage says, “Brands are using mobile as the key channel to enhance their engagement and deliver their brand experience to customers, wherever they go. Mobile marketing has become integral for any omnichannel strategy, with cheap internet tariffs and high mobile device penetration in India. It makes it easier for mobile-first brands to capture target audience quickly.” 

Says Niraj Ruparel, Head Of Mobile & Emerging Tech, GroupM India, “The speed of mobile adoption in India in the past few years has made India an exclusive market for mobile marketing. As per the recent Kantar iCube 2019 report, the estimated monthly active internet users stand at 574 million, which is a growth of 24% over the previous year, taking the penetration to 41%.” 


While experts also say that everything on Digital is now Mobile, so everyone who is spending on Digital would be investing in Mobile, there are some areas of concerns which have to be addressed. Many of these concerns remain the same as it is for Digital, which is the measurement, privacy, viewability, and brand-safe environments. 

Anjali Hegde, Chief Data Officer, Mediabrands India highlights identity theft, mobile fraud and in-app advertising fraud as growing concern areas. Hegde says, “While there are a lot of exciting things happening on the mobile space, there is also a worrisome trend of increasing identity theft and mobile fraud, which is also raising its head. These are issues which are plaguing the app-developers and marketers. In-app advertising fraud is a considerable threat that marketers need to be wary of. In an AppsFlyer report from 2019, the APAC region was seeing 60% higher levels of in-app ad fraud than the global average. India was the second hardest-hit market after South-East Asia.” 

On her part, Vasuta Agarwal, MD, Asia Pacific, InMobi observes that as many marketers are still at the early stages of Digital Marketing Maturity (DMM), the DMM struggle is real. Agarwal states, “According to the Marketing in the New Normal survey, over 40% of marketers find their organisations still in the early stages of Digital Marketing Maturity. This leaves them unprepared to tackle a post-COVID world. In order to achieve their goals, marketers are actively working towards building omnichannel experiences, accessing near real-time consumer data and leveraging automation across digital channels. Brands will look towards Mobile to understand, identify, engage and acquire consumers and to shape seamless customer experiences.” 

Another challenge for brands is standing out in the cluttered environment. “Lots of advertisers are jumping onto the mobile screen. But the mobile user’s screen is getting cluttered with hundreds of emails/push notifications. The average user receives over 65 notifications in a day – which translates to roughly about one notification every 15 minutes during the user’s waking hours! So brands really need to improve their push notification game and need to stand out in the context and the content of their communication with rich and personalised notifications that are hard to miss. This will drive growth for meaningful and contextual marketing focused on building long term relationships with consumers beyond transactional offers/discounts/coupons”, says Ashwin SL, VP - Marketing, MoEngage. 


What is driving this aggressive growth of mobile marketing in India? According to industry leaders, affordability of smartphones and cheap mobile data plans have made Mobile the primary means of accessing internet for most Indians. In addition, proactive government initiatives such as Digital India mission, vernacular accessibility and rapid growth of mobile apps catering to entertainment and convenience in purchase of goods and services have boosted the adoption of smartphones in India. 

It is important to mention that most marketers today do not specifically differentiate between digital and mobile marketing when allocating budgets. According to Deloitte India’s Anmol Puri, mobile marketing will remain critically important for most brands over the next decade.Puri says, “Increased spend during recent times, demonstration of quicker and targeted ROIs for brands, expanding 4G networks and 5G in the future will only accelerate the pace of growth in our country where mobiles are an integral part of everyone’s way of life despite the economic divide.” He adds, “As customers become more immersive with their devices coupled with increased mobility, their preferences tend to shift to a more on-the-go content. Mobile becomes the preferred screen, providing brands and marketers the opportunity to target very precise audiences, with very relevant content, at the most appropriate time.” 

Satya Kiran, CEO, Whistle says, “A big change in mobile marketing has been the increase in interactivity. Earlier you could see an ad on the mobile and that was it. Now the call-to-action is very clear. Once a consumer sees an ad and is interested, the link to the website, click on app and download link are clearly visible and the customer can engage with the brand seamlessly across platforms. The other big feature, which will be a big phenomenon in the next 5-6 years, is Voice which is evolving at a fast phase.” 

Speaking about the factors driving the growth of mobile marketing, InMobi’sVasuta Agarwal notes that mobile is where the consumers are. She elaborates, “Mobile is now the primary screen for all the connected consumers in India. Consumers spend close to 3.5-4 hours a day on their smartphones. Mobile will be the native screen for the next 500 million users who will access the Internet and other online products/ services for the first time using a smartphone in the next 12-18 months. Mobile already accounts for the lion’s share of screen time among all screens and will continue to do so with better experiences through apps, data connectivity and rapid expansion of digitised services across the country.” 

For Vidhu Sagar, Managing Director – India, MediaDonuts deeper penetration of smartphones into rural markets will be a factor. Sagar says, “Rural markets prompted by cheaper handsets and low tariffs will continue to propel growth. The Gen Z segment (born 1997-2012) will add the kicker. Data prices will stabilise at a decent level, still low enough to fuel explosive growth. After social (Snapchat, Instagram etc.); utility apps (such as education, banking, payments, fitness, travel etc); e-commerce/shopping (Fashion, Lifestyle, Food, Delivery); entertainment (Music, OTTs); and gaming will be key contributors.” 

The speed of mobile adoption in India in the past few years has made India an exclusive market for mobile marketing.  A big change was led by Jio which is at the forefront of this change when it launched low-cost phones, entering the telecom business. New initiative such as Jio-Google partnership will further broaden the market. With more consumers using smartphones, mobile advertising is likely to boom. With improved connectivity and cheap internet data, it is easier for brands to reach a broader audience through mobile advertisements. Another game-changer will be the rollout of 5G which could lead to massive growth in mobile marketing. 

GroupM’sRuparel is also betting big on Voice-based platforms. “Brands find it hard to promote the product in media dark areas such as rural regions where the internet connectivity is low and TV penetration is also not adequate. Such regions can be targeted through the voice-based platform,” he says, adding that agencies are investing heavily in such platforms in anticipation of new opportunities that they could possibly unlock. 


If we look closely at the market trends,  as brands strive to drive personalised experiences at scale, they are actively seeking to access real-time data signals from users – demographic, technographic, location and gyroscopic, and combine it with passive and stated data. Mobile, if leveraged right, can offer real-time consumer intelligence along with out-of-the-box analytics that shape brand interventions at every stage of the consumer journey.

Overall, there is consensus among experts that Social, Video, Search and Entertainment would remain central pillars of the mobile growth story. On top, going forward, Vernacular and Voice be the newer trends accelerating mobile growth.

Industry trends indicate that spends on Mobile will increase and is expected to be amplified due to COVID-19. Players will look for more engagement on the back of their own MarTech and AdTech investments for digital outreach. Says Gopa Kumar, COO, Isobar India, Hyperlocal marketing, the rise of m-commerce, use of AR/VR, mobile gaming/e-games and use of Voice across Mobile to drive various engagements are some of the trends as well as how brands are using the mobile space to reach out to its TG. In addition to these, vernacular advertising will drive further growth of mobile marketing in India.”

Chawla of Social Beat adds to this, “The new Vs of Video, Vernacular and Voice are currently the major innovations. Video has already got adopted by most of the leading brands. Vernacular is now seeing strong traction with many brands communicating in 10+ languages. Voice is slowly taking off, with a few brands integrating with Amazon Echo and Google.  The new frontier would be augmented reality. We are seeing early signs in e-commerce, auto and all the AR filters on Instagram. It will be common usage in the next 24 months.”

Hegde of Mediabrands reiterates this, adding that video and commerce are the two drivers of growth for mobile marketing in India. She says, “The thirst for video content is not abating and the COVID-19 impact has only been to increase the digital video consumption. Around 70% of the Indian market’s data usage is devoted to video. It is often used as a tool for learning and research, particularly to validate purchase decisions. Besides content, the entire work processes have now been dependent on video conferencing – be it business meetings or education. Video has become a productivity tool.” She adds that Mobile is expected to play a critical role in almost every part of the consumer journey from discovery to the transaction and ending in advocacy. With the new normal that requires social distancing, physical retail is being replaced by e-commerce, which in fact is predominantly m-commerce.

While brands increase customer engagement via the mobile, it is also critical for them to stay abreast of the changing consumer behaviour and understanding the likes, dislikes and journey of their consumers first and then engaging them with relevant and contextual communication. In fact, the latest Q3 2020 Forrester Wave for Mobile Engagement Automation report highlights this and recommends that marketers should first look for insights into consumers’ past engagement, behaviour, journey, and preferences and then craft a cross-channel engagement strategy.  Simply put, whether it is the mobile platform or any other platform, listening to the consumer and garnering key insights is the foundation for any successful campaign.

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Experts share insights on consumer trends, rise of e-commerce at HiveMinds e-com Conclave

Industry heads came together to discuss the e-commerce ecosystem in India, evolving consumer behaviour and more

By exchange4media Staff | Mar 29, 2023 1:28 PM   |   4 min read


The next phase of e-commerce growth will come through personalisation, demand from Tier 2 and Tier 3 cities and the intelligent use of 1st party data. At the recently concluded HiveMinds E-commerce Conclave 2023, industry leaders from the e-commerce ecosystem in India came together to discuss what the consumers are looking for and how brands can deliver. The title sponsor of the event was Rocketium while the media partner was exchange4media Group (e4m).

In the panel on the ‘Importance of Data AI and tools in marketplaces’, Sripath Hariharan of Nivea India insisted that consumer trends cannot be overlooked. “In India, we will soon see the trends that are already prevalent in the global markets. Marketers should use the tools and Data AI to build campaigns and products for what tomorrow’s consumers will need”, he said.

Rocketium’s Karan Rao expressed that the consumers are now overloaded with information, so messages don’t register. He said the only way to get the message across is to personalise it and make it relevant for that user. He further added that data gives you the gift of time to study the trends and predict what will happen in the future.

In the other highly engaging debate on ‘Getting into the Mind of the Consumer’, Pooja Sahgal of Raymond Consumer Care said online marketplaces are a big brand-building opportunity. She opined that an integrated marketing strategy that intends to educate and engage a customer will go a long way in creating demand and fandom for online brands.

Rajeev Kohli, an e-commerce & marketing expert, mentioned how e-commerce platforms are now so important for fashion and beauty brands that marketers plan exclusive product launches exclusively for these platforms. “E-commerce can no longer be considered merely a platform to sell discounted products but rather a platform for learning about the future consumer”, Kohli said.

Abhishek Agrawal of Plum Goodness said that while the access and scalability of e-commerce marketplaces offer extended reach for a brand’s needs, for any brand, whether new or legacy, access to first-party data is paramount. It gives an insight into consumer and product feedback. Therefore, in his view, all CPG brands should focus primarily on their D2C website and m-sites. Brands’ digital assets are not only for selling but also for connecting with their users.

While discussing the impact of mega sales on e-commerce platforms on the panel ‘How to Get the Best Mileage from Online Sales’, CMOs of the leading appliance brands discussed the merits of launching innovative products during sale events.

Wonderchef’s Amit Tilekar pointed out that the data consumption per user has increased from 1GB per month per user to 13GB per month per user. “Continually exploring marketplaces is now a standard part of the user journey in buying appliances, so for brands heavily dependent on inventory planning, it makes sense to launch new products at least 45-60 days before sale events and observe consumer acceptance of products and cost. This way, such brands can better plan their inventory, sales targets, and marketing spends to maximise the impact during sale events”, Tilekar added.

However, e-commerce sales are not the answer to all scaling problems. Anand Dubey of Indkal Technologies noted that traffic on online platforms is significant during the festive season, and consumer intent to buy is even higher. Hence, the discovery-to-purchase journey becomes very short. He recommends that brands should invest during festive sales on e-commerce to convert users and build brand salience. He also reiterated the importance of inventory management: if a brand launches a new product during sales, predicting the demand and planning inventory becomes challenging.

Startup founders, marketing heads, and platform ad sales teams attended the event en masse. All delegates felt that the discussions, though very useful, were just conversation starters. There is a need for the industry to hold such debates more frequently to bring all stakeholders together to discuss and define the future of e-commerce in India.


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TATA Tea Premium pays homage to Odisha ahead of ‘Utkala Dibasa'

The brand has launched limited edition packs and a brand-new campaign inspired from famous handloom styles of Odisha

By exchange4media Staff | Mar 29, 2023 12:56 PM   |   4 min read

Tata Tea

Odisha as a state is not only renowned for its pristine nature and proud history but also for its long-standing tradition of craftsmanship. This culture of craftsmanship is best reflected in Odisha’s ancient name ‘Utkala’. Etymologically Utkala is known to be a land having an excellent opulence of artists. This rich and cultural artistic heritage is reflected across diverse arts and crafts, dance, and music traditions, and perhaps most vividly in the handlooms of Odisha.

Odisha is famous for its diverse handloom traditions like Sambalpuri Bandha of Sambalpur, Bomkai of Ganjam, Dhalapathar of Khordha to Habaspuri of Kalahandi. Thus, on the glorious occasion of Utkala Dibasa (Odisha Day), Tata Tea Premium pays homage to these diverse artforms, renowned world-over through a limited-edition pack collection inspired from the handlooms of Odisha. Nine different handlooms from different corners of Odisha have been tastefully adapted into this exquisite collection for the people of the state.  

To bring alive the story of the handlooms, the brand has also released a film conceived by Mullen Lintas, weaving together a whole 9 yard of visual extravaganza narrating the exquisite story of some of the famous handloom weaves of the state. The TVC is a musical in nature and has been sung by famous Odia celeb singer Rituraj Mohanty, which takes you through a Visual spectacle and a sing-song ride of local folk art and cultural cues that are intrinsic to the handloom styles. This campaign is further amplified by an on-ground exhibition in Bhubhaneswar on the eve of Odisha Day, to celebrate the weavers who have been instrumental in bringing alive the designs and the packs. 

Elaborating on the initiative, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said, “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha have been an integral part of the state’s cultural fabric. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connect with people of Odisha”.  

Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design said, “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practicing their specific craft of handloom weaving for generations. Each of the nine artists was tasked to create a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees then became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha”.  

Commenting on the genesis of the campaign and the idea, Hari Krishnan, CEO, Mullen Lintas said “Not every day you get to work on a campaign like this. While the brief to the team was to communicate about the 9-handloom inspired limited edition packs, the idea was always to celebrate the pride of Odisha on the occasion of Utkala Dibasa, through one of its popular art forms- its beautiful handlooms. The name of the state itself has ‘kala’ in, so we leveraged it to work in our favour and cracked the campaign #UtkalaKiKala, a celebration of the state and its handloom art. The way the film portrays the stories and inspiration behind each of the handlooms, brought alive through a mix of miniature art and slick animation, encaptivates the viewers while also landing the communication comprehensively.”

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Why retail media is the hottest new kid on the digital media block

Guest Column: Industry head Vidhu Sagar writes on the changing world of retail media advertising and why it should be part of brand strategy

By Vidhu Sagar | Mar 29, 2023 10:19 AM   |   8 min read

Vidhu Sagar

“Why is your tea tasting different today, Rachna Aunty?”, I asked my maternal aunt innocuously last week during my customary fortnightly visit to her house, “There’s a nice aroma too which I never noticed before. And it’s certainly not your favourite Taj Mahal tea this time - I’m pretty sure about that, Aunty”.

Rachna Aunty was visibly happy that I noticed the difference in the taste of tea and very proudly confirmed, “You’re right beta, it’s Wagh Bakri this time and I was waiting to see if you can figure out the change and tell me if you liked this one’s taste better”. I quickly added, “It’s wonderful Aunty, good choice. But I’m curious to know what forced you to make this big change in your tea-drinking habit. Because as far as I can recall, both you and Ramesh Uncle have been loyal Taj Mahal tea drinkers forever.”

“Oh it’s nothing, I had opened the Flipkart app to order my groceries just like you had taught me last month and as soon as I typed Tea to order Taj, I chanced upon Wagh Bakri tea there. I had heard about this name from friends and thought let me experiment with a small pack to see if it’s really that good. And I am happy that like us, you too liked the tea. I think we’d switch to Wagh Bakri now”.

I was happy to know that my digital-laggard, septuagenarian Rachna Aunty had made some progress in her app usage journey and managed to shop online on her own. That she felt empowered enough to order confidently and choose a new brand for herself was a source of added satisfaction for me. What I didn’t tell her of course was that she hadn’t exactly “chanced upon” the new brand Wagh Bakri accidentally. That it was all part of a carefully orchestrated campaign that the digital marketing team of Wagh Bakri had engineered behind the scenes with the Flipkart app, would perhaps have dispirited her. The fact of the matter is that my unsuspecting aunt had of course failed to notice the “Ad” tag in fine print next to Wagh Bakri when she started to look for tea and in effect, she ended up becoming a converted sales metric for the brand marketing team.

For me, this little exchange was not just an reaffirmation of the inexorable march of the e-commerce brigade in India, but also a reminder of the growing influence of the advanced audience targeting techniques of retail media advertising.

Welcome to the world of retail media advertising

As the media landscape continues to change and evolve, brands, companies, and online stores are restructuring their marketing approach and increasingly opting for retail media solutions. The goal of retail media advertising in simple terms is to reach consumers closer to the point of purchase (POP) and encourage them to buy a product or service – just as the POP material at the physical retail stores were meant to do, in the olden days.

The fact that retail media is already the fourth-largest digital advertising media vertical -- estimated to be about 452 mn USD worth (approx. 3600 cr INR) – is ample proof that it’s a channel that’s headed for rapid growth. It more than doubled in size during 2019-2022, overtaking radio, OOH and cinema spends, according to a recent Dentsu Adex report.

With the rise of overall e-commerce business in India (estimated to reach approx. 100 bn USD sales by 2024) and the need to target “buying audiences” as opposed to just “planning to buy” audiences, retail media is becoming increasingly important.

So what exactly is Retail Media?
Put simply, retail media can be seen as the advertising space available for sale on e-commerce platforms – including websites, apps, and other digital spaces where products or services are also traded. But in reality, it’s more than that. Retail media (as opposed to e-commerce media) encompasses all the various formats of advertising on those platforms as well as ads purchased through retail media networks that may not appear on e-commerce sites or apps themselves. So, in effect, retail media advertising covers all techniques that allow you to optimize buyer outcomes by combining performance advertising and commerce audiences, across the entire world wide web.

Retail media solution specialists now offer the ultimate solution for achieving growth-oriented business via a fully integrated data-driven platform for media planning, buying and optimization with access to a multitude of shoppers. They are helping businesses to strategize and execute effective online campaigns that deliver through the funnel results and thereby maximise ROI.

Retail Media is the hottest marketing topic today
By and large, everyone knows that while Search is for targeting “intent” audiences and social media is used principally to target “interest” segments, retail media in comparison is meant to connect with the “actual shoppers”.

Retail media is a form of digital advertising that is best suited for reaching consumers who are actively amid the purchase journey. Because online retailers have access to a wealth of first-party data on consumer behaviour, they can deliver highly targeted and personalized ads to consumers across the web – outside of e-commerce platforms too – for example, on social media channels, and on mobile apps. Examples of retail media solution networks include Amazon's DSP, as also those from Flipkart, Snapdeal, Paytm, Criteo, Carousel and Shopback. So while advertising on retailer websites is not a new phenomenon but using it to collect important customer data is a relatively newer idea. This data is then being used to shape the entire sales funnel, from the top all the way through to conversions. This is a highly effective way to market to customers, but important to highlight that it can only be successful if brands and retailers develop a robust data-backed plan.

Understanding Retail Media advertising is becoming exceedingly important for brands, as it provides a new, highly effective way to reach the spending consumers. Put another way, here’s an opportunity for marketers to target actual paying buyers and thereby reduce the probability of wastage.

Why it should be part of your brand strategy
Investing in Retail Media advertising is an effective way for brands to craft personalized shopper experiences that stand out from the competition. By creating more contextualized ads, brands are able to generate deeper engagement and increase brand visibility with relevant audiences.

Here are 4 key benefits of adding retail media strategy to your advertising toolkit:
• Get in front of high-intent shoppers: Shoppers are actively seeking to buy something - they're in the research stage of their purchasing process. Brands can use this information to influence their customers' decisions by appealing directly
• Learn detailed consumer information (first-party data): Bands can gain access to retailer first-party data, which is valuable because it reaches the very shoppers that brands want to reach
• Measure and track customer journeys in real-time: Retail media enables direct attribution because of the retailer's ownership of digital assets. With this technology, numbers collected by website visit conversions become clearer for brands when it comes to analytics
• Increasing organic reach: Retail media campaigns can be used not only for paid advertising, but can lead to organic customer awareness as well

What next for Retail Media?
Retail media's recent boom is not going to slow down anytime soon. As online privacy regulations tighten and the cookie-less world becomes a reality, more and more marketing managers will shift digital advertising dollars and marketing efforts to platforms and marketing channels that centre on first-party customer data.
As Dr. Karsten Wildberger, CEO of the MediaMarktSaturn Retail Group and an authority on digital advertising says “Retail media will be the main driver of digital advertising growth; the pie is getting bigger and it‘s time to get a slice!”

Sure, Amazon Advertising is likely to dominate Retail Media in the near term. However, many other players – such as Flipkart, Paytm, Myntra, Big Basket as well as new challengers, are expected to force rapid innovation in the space.

No reason why you shouldn’t start a retail media campaign

The advantages of retail media advertising are obvious and early adopter brands are already incorporating them into their existing marketing measures. The argument in support of digital retail media campaigns – that they are based on first-party data and can actually help to convert online shoppers into real store visitors - is indisputable.

Bottom line: procrastinators needn’t sit on the fence any longer but instead look to jump on to the retail media bandwagon and start converting all Rachna Aunties and their ilk soon.

(The views expressed here are solely those of the authors and do not in any way represent the views of

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Campa Cola relaunch: Is the new avatar fizzy enough for the GenZ?

As per industry observers, Campa Cola has the opportunity to start off by positioning itself as an alternative in the soft drink market and market itself to the aspirational population

By Tanzila Shaikh | Mar 29, 2023 9:18 AM   |   5 min read


Campa Cola, the soft drink recently re-launched by Reliance Consumer Products Limited, is yet to announce its brand ambassador despite having entered partnership with three IPL teams - Sunrisers Hyderabad, Lucknow Super Giants and Punjab Kings.

Despite the big-ticket tournament just days away, market sources inform that the cola brand, which wants to tap into the younger generation, will at least take six months to start flow-blown marketing since they want to focus on the distribution first. 

At the time of the launch, the RCPL spokesperson said: “While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste.” So, what strategies should the brand rope in to achieve this target, given the beverage space is already cluttered and the talk among the GenZ is to switch to healthier options?

Ramanujam Sridhar, Founder CEO, Brand - comm public relations, says, “I think it a good move as the Indian consumer is always looking for a choice and Campa Cola at one point in time was a fairly successful brand. We talk about a healthy lifestyle but when it comes to actual usage, I am not really sure how many of us are actually conscious of it. India is not a big cola market, despite many big brands entering the market and spending thousands of crores on marketing and getting celebrities. It’s not a big market, so any new entrant will create some impact.”

Sharing a different perspective was N. Chandramouli, CEO of TRA Research, “While there are two major players in the aerated beverages market, there are many regional players that rule in a specific region, and Pepsi and Coke have not been able to break into their stronghold. It leaves Campa Cola with an opportunity to start off by positioning itself as an alternative. The sales may also take off in the Reliance Smart and Smart Point points, where Campa Cola will get ample yet cheap shelf space. This year, the aerated beverages market is likely to be nearly $2 billion and if Campa Cola manages to capture a 5% market share in the first two years, it is still $100mn or upwards of Rs 800 crore.”

Speaking from the urban-rural population’s POV was Nisha Sampath, Brand Consultant, and Founder, of Bright Angles Consulting, “The healthy lifestyle is becoming a buzzword, more and more people are getting into it but what you see is that a lot of brands that talk to the younger generation don’t fit into the healthy lifestyle. While we talk about the GenZ cohort it can be very different in the urban setting compared to a GenZ in a rural set-up. A lot of categories like quick fashion, premium beauty, and fast food are very aspirational in the smaller towns. I think they are pushing into that segment, the competition is there but in Mass India when a brand is present then residual recall will be a strength for them. The strategy will be not only bet on the urban audience but on the rural audience as well.”

Campa Cola had a great presence in the market back in the day with actors like Salman Khan being part of their advertising campaigns. Since the company is also banking on nostalgia to push the product into the market, we spoke to advertising maestro Agnello Dias. “Nostalgia, at its best, is a novelty gift item. It rarely sustains beyond the first curious flush of interest. So as a mind opener, that is fine but the building sustained brand equity on nostalgia for the cola category is a downward journey according to me.” Dias noted.

Speaking on the possible strategies the brand should adhere to, Sampath said, “Legacy is a very powerful thing in the Indian market. Even the GenZ respects legacy. It is in our culture to respect things from the past. So Campa Cola has to smartly balance its legacy with something which is modern now. They should go with very smart pricing that really puts you on an advantage versus the competition. Sharply identifying the audience and playing on the Indian heritage is the most powerful and the most appealing thing for the Indian audiences and the younger generation too.”

The celebrity ambassador appeal is very huge when it comes to the beverage category - right from soft drinks to hot beverages like tea or coffee. Brands love to attach themselves with a celebrity. We asked experts who should possibly be the face of Campa Cola, since they are reinventing themselves. As for Dias, “The original beverage category was a pioneer in bringing celebrity brand endorsements to the fore in an emerging India. Today the concept of brand ambassadors itself is a saturated field. I think the custodians should push the bravery they have shown in reviving the brand by going ahead and standing apart by not using a brand ambassador or at least making a completely left-field choice in that regard.”

On the other hand, Chandramouli said, “GenZ has dreams, is aspirational, and prefers very different icons than those chosen by Coke and Pepsi. They follow influencers rather than actors. A dramatically different approach of using big influencers to be brand endorsers may give the brand a fillip.”

Sampath thinks that Ranbir Kapoor will be a possible right fit since he comes from a legacy family. However, she advises the brand to make a conscious choice. “I would tell Campa Cola not to run and choose the popular young celebrity just because they want to capitalize on GenZ but rather to look at their values and make a more careful choice.”

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Pepsi unveils new logo after 15 years

The revamped design will be rolled out across touchpoints in North America this year and in the rest of the world in 2024

By exchange4media Staff | Mar 29, 2023 8:58 AM   |   1 min read


Beverage brand Pepsi has unveiled a new logo. This is the company’s first rebranding exercise since 2008. The new logo will be rolled out in the North American markets this year and the rest of the world in 2024.

The new design reflects the company’s evolving identity and will be featured across digital and physical properties of the brand, including packaging, fountain and cooling equipment, fleet, fashion and dining. The revamped design bears a striking resemblance to the brand’s 1987-1997 logo.

However, the recent iteration has a different font, colour and a new border to mark it differently from its 90s logo. The new emblem departs from its 2008 version with the usage of upper case fonts, and bolder and brighter colours. The brand’s use of black font and black border is a reference to Pepsi Zero’s black can. The can also sports a distinct silhouette.

The revamped design also aligns with the beverage brand’s aim to embrace its zero sugar proposition. “Zero is going to be the centre of the strategy for the Pepsi brand,” said CEO Ramon Laguarta during an analyst call. 

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Parineeti Chopra to represent KBM Spices

The association comes at a time when the brand is looking at expanding their product line

By exchange4media Staff | Mar 28, 2023 1:04 PM   |   2 min read

parineeti chopra

KBM Spices is on an expansion spree. The company today announced the appointment of Bollywood star Parineeti Chopra as its brand ambassador. After carving a niche in Delhi-NCR markets, KBM Spices plans to aggressively foray into the entire North Indian region and other parts of the country with its extensive product range and strong marketing networks. The company is also focusing on increasing its market share with omnichannel marketing and sales models. 

Speaking about the association, Mr. Rupesh Aggrawal the CMO and co-owner of KBM Foods Pvt. Ltd. which owns the brand KBM spices said, "We are extremely delighted to have Parineeti Chopra onboard as our brand ambassador. She resonates with our brand values and is loved by millions across the country. We are confident that her energy and passion for life will bring a fresh perspective to our brand and help us connect with a larger audience."

KBM spices have always been dedicated to providing the best quality spices to their customers, and with this new initiative- partnership with Ms. Chopra, they are ready to take their brand to new heights. Parineeti Chopra, known for her bold and vibrant personality, is the perfect fit for KBM spices as they aim to introduce a new look to their brand.

The new collaboration with Parineeti Chopra comes at an exciting time for KBM spices, as they gear up to expand their product line and reach out to a wider customer base. With the introduction of their new look, KBM spices is all set to embark on a new journey with quality products and a new brand image. 

Parineeti Chopra expressed her excitement about the partnership, saying, "I am thrilled to be a part of the KBM spices family. I understand the importance of good quality spices in cooking, and KBM spices are known for their superior quality and taste. I look forward to representing a brand that is committed to providing the best to its customers."

With KBM spices' commitment to quality and Parineeti Chopra's vibrant persona, this partnership is set to create waves in the industry. 

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Lee Cooper ushers in the summer with new campaign

The fashion brand has launched a series of digital and social media activities, including a video campaign, influencer collaborations, and a hashtag campaign #LifeIsOutThere

By exchange4media Staff | Mar 28, 2023 12:38 PM   |   3 min read

Lee Cooper

Lee Cooper has launched its Summer Campaign for 2023, with the theme "Life Is Out There". To promote the campaign, Lee Cooper has launched a series of digital and social media activities, including a video campaign, influencer collaborations, and a hashtag campaign #LifeIsOutThere. 

The campaign encourages people to step out of their comfort zones, embrace new experiences, and live their lives to the fullest. The film captures the essence perfectly as it shows a group of friends on a road trip in a yellow vintage Microbus. The treatment of the video brings alive the core theme of ‘Life Is Out There’ effectively. The carefree yet smooth vibe grows on the viewer. The wanderlust is reflected through their journey as they head to a variety of outdoors like beach, forest & lake side; basically highlighting the theme of the campaign “Life Is Out There". 

The "Life Is Out There" campaign features a range of stylish and comfortable summer wear, including denim shorts, printed t-shirts, and breathable dresses, all designed to help people stay cool and stylish in the summer heat. The collection is available online and in Lee Cooper stores and Ajio. 

The brand is also planning to host a series of Airport activities in collaboration with Vistara and Indigo, summer events, including campaigning activities, beach parties, and outdoor concerts, in select cities pan India. 

Conceptualized by Makani Creatives Executive Creative Director Copy - Anant Medepalli says” Lee Cooper was the go to denim brand for rockstars. Rebellion and experimentation are woven into the brand. We have given rebellion a fresh spin. With a vibrant campaign and film that exude energy. There are no directions in life. As the song goes, live for the flow and your heart shows the way. Life’s out there. It’s about exploring new places. It’s also about leaving your comfort zone and embracing all that life offers” 

Neville Suraliwal, Servicing Head, Makani Creatives said, “The campaign believes that life is all about taking risks, trying new things, and living in the moment. Our Summer Campaign, 'Life Is Out There', is all about inspiring people to do just that. Whether you're exploring a new city, hitting the beach, or just hanging out with friends, we want you to feel confident and stylish in your Lee Cooper gear and enjoy all moments of because #LifeIsOutThere” 

Jayesh Sali, Head of Marketing, Fashion & Lifestyle, Reliance Retail, said, "We want to inspire people to embrace the spirit of adventure and explore all the exciting things the world has to offer. This Film also talks about how a group of friends are going on a road trip, hitting the beach, or just enjoying a day out with friends, we want to help you look and feel your best."

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