The growing importance of vernacular content in digital advertising
Eminent marketers discuss the importance of vernacular content for digital advertising at Dainik Bhaskar and exchange4media -hosted roundtable discussion
Published - 18-December-2015
exchange4media and Dainik Bhaskar jointly held a roundtable discussion on the importance of regional language for digital advertisers . The discussion, called "Localization of language on digital: A game changer for brands", was held in Mumbai and featured eminent marketers like Ashish Sahni, Head Digital Marketing , Tata Motors, Deepak Sharma, Head of Digital Initiatives at Kotak Mahindra Bank and Deepali Naair, CMO at Mahindra Holidays. The session was moderated by Sandeep Kapoor, National Sales Head at DB Digital.
Starting off proceedings, Naair commented that though the current crop of internet users are predominantly used to English, the new users coming on the internet will be different. She compared this to early adopters of the digital medium when the internet was just picking steam in the country. According to her, new users of vernacular languages would show similar characteristics to this group.
Kapoor asked the panel how they intended to connect to new users who might not want to communicate in English online. Sharma opined that India is actually made of 2 separate India’s with different habits. He pointed out that even in Tier I cities there was a high proportion of rural-urban Indians, basically those who were born and raised in other towns and cities and then migrated to the big metros for work. "This population segment still has a strong rural connect. In the BFSI sector, there is one category of users who are comfortable with English but there is another category who like speaking in their mother tongue. People love if we speak their language," he said.
The panelists took the example of newspapers and how even in affluent households there are usually newspapers in two separate languages ---English and vernacular.
The effort to specifically do campaigns in regional languages is a call that brands will take into consideration after reviewing the cost of acquisition or lead and whether it then seems worthwhile. Kapoor alluded to this while asking whether it made sense to take the effort to target vernacular language speakers.
Sharma mentioned that for Kotak the cost per lead is three times higher for vernacular digital campaigns than for those in English. However, he agreed that it is very important to target this group in the language of their choice. "We have 450+ outlets across India and it is very important to be in the regional space. Though our digital spends have increased the spends on regional (in digital) still remain in single digit, but these are very focused," said Sahni.
On being asked whether Tata Motors was spending on content development in the digital medium, Sahni said, "We are doing so for print but not on digital right now. We are taking steps in that direction but it is still some way off," he said.
On being asked the same question, Naair agreed that online travel industry has started understanding the importance of good content. "Native advertising is very important for us since we are giving them content that they want to consume. The challenge on content creation for vernacular languages is on the written side, especially for native ads. Once bandwidth issues are solved and video becomes easier to view, it will help. It is more easy and cheaper to create vernacular language video content," she said.
Sharma opined that viewers no longer want to read; they want to watch contextual, real-time, user generated content. The question, he said, was how to build trust in financial services.
Sharma further added that for people from smaller towns and rural areas, their first and only access to the internet is through the mobile. "A lot of them have never had access to a big screen (desktop)," he added.
Highlighting the importance of content, Naair quipped, "Review websites are a peculiar phenomenon that does brilliantly well for travel so we would love to have a Tripadvisor in Hindi!"
Sahni also agreed that media reviews took a major chunk of Tata Motor's content. "Video plays a big role in reaching our widespread audience. It is also about the community we tap. Usually it was bloggers from metros but now we get bloggers from small cities so we get localized content," he said.
The topic then moved to the importance of social media with Naair commenting that every brand should have three major objectives with their social media strategy—social listening, brand engagement and acquisition. She agreed that one cannot control negative posts but there are ways to ensure that the positive sentiments get more visibility.
Sahni elaborated how Tata Motors evaluated creativity in social media along with customer sentiment. Sahni informed that for the auto sector, it starts from the discovery phase itself. He gave the examples of recent launches of Zest, Zica, etc. which combined innovative and engaging social media activities, influencer marketing as well as on-ground activities. Talking about social listening, he said, "It is very important for us. We have a social centre in-house with a 12 member team. This helps track user feedback on social platforms as well as the chatter around the competition."
Burger King signs an exclusive ‘Category Deal’ for the upcoming Cricket season with Mumbai Indians, launches Mumbai Indians Masala Whopper
Burger King India announced its association with the upcoming T20 League cricketing carnival, as it signs an exclusive category partnership with Mumbai Indians for the second year in a row. As part of the collaboration Mumbai Indians, will proudly sport Burger King logo on their outfit.
Celebrating this season with a delectable twist, Burger King has curated a special whopper named after the partner team which is available on the menu through this season of Mumbai Indians. The Mumbai Indians Masala Whopper is inspired by the flavourful spices of Indian gravies. This unique offering, starting at Rs 179 will be available in restaurants located across Mumbai, Pune & Gujarat in western region.
Further setting the tone for this cricket season, and taking forward their partnership towards a noble cause, Burger King in continuation with its campaign ‘Sixes for Kings’, shall have an additional exciting element this year. Throughout the season, on every six hit and on each wicket taken by Mumbai Indians player, the brand shall give away Whopper meals to the girls of Avasara Foundation. The partner NGO provides the highest quality education to underprivileged girls in Pune.
Commenting on the partnership, Rajeev Varman, CEO - Burger King India Private Limited said, “I am delighted to announce our partnership with Mumbai Indians for the second consecutive year. Cricket has always proven to be the most impactful medium to connect with our guests and strengthen our brand visibility. This season we have pushed the boundaries to engage our fans in an exciting in-restaurant experience. With numerous engagement activities and special menu dedicated to cricket fans, we are sure that our guests will have a Whopper of a time with this association.”
Mumbai Indians spokesperson, said, “Mumbai Indians is excited to partner with Burger King India for second year in a row. Mumbai Indians endeavour to create meaningful partnership for our fans who can experience the cricket fever through the Burger King.”
The Founder of Avasara Leadership Foundation, Roopa Purushothaman said, “We are grateful to BURGER KING for taking forward the ‘Sixes for Kings’ initiative this year as well. Our students are truly grateful for these Whopper Meals and the ongoing support to our organization. The ‘Sixes for Kings’ pledge means a lot to all of us.”
Top Indian golfers Shubhankar Sharma and Anirban Lahiri to lead the field for India
DSport, a premium sports channel of Discovery Communications, will broadcast the Hero Indian Open 2019 in India. Hero Indian Open has been co-sanctioned by both the Asian Tour and the prestigious European Tour, besides the Professional Golf Tour of India (PGTI).
The tournament will be played from March 28-31 at the state-of-the-art DLF Golf & Country Club, Gurugram.
The Hero Indian Open - a US$ 1.75 million prize money event - will see participation from top Indian professional golfers Shubhankar Sharma and Anirban Lahiri lead the field for India. Other Indian golfers expected to be seen in action are former Champion SSP Chawrasia, besides Shiv Kapur, Ajeetesh Sandhu, Viraj Madappa and Khalin Joshi.
Top international golfers who can be seen in action at the annual flagship event of Indian Professional Golf, include last year’s runner-up Andrew Johnston, Maybank Championship 2019 winning Australian Golfer Scott Hend, four-time European Tour winner Bernd Wiesberger, Aberdeen Standard Investment Scottish Open Champion Brandon Stone, 2018 Honma HongKong Open Winner English Golfer Aaron Rai, 2019 SIMB Singapore Open Winner Thai Golfer Jazz Janewattananond, Chris Wood and Julian Suri.
The PepsiCo Foundation is working with WaterAid in southern India to bring clean water by restoring wells, harvesting rainwater in schools and building piped water supply systems
PepsiCo announced it has helped more than 22 million people in underserved communities around the world gain access to safe water since 2006. In the last year alone, PepsiCo and its partners expanded access for more than 6 million people, indicating the company is on track to exceed its goal to support a total of 25 million people with safe water access by 2025.
Around the world, 1 in 9 people struggle with access to safe and clean drinking water. Clean water shortages threaten the health and safety of communities, profoundly impacting hygiene and contributing to waterborne diseases, famine, migration and violence. To address these issues, PepsiCo has set a number of interconnected goals that aim to contribute to its Positive Water Impact, meaning its efforts and partnerships are designed to enable long-term, sustainable water security for its business and others who depend on water availability.
As part of this effort, The PepsiCo Foundation, the philanthropic arm of PepsiCo, works with leading non-profit organisations to expand access in some of the world's most water-stressed areas. The PepsiCo Foundation has led partnerships with Water.org to provide access to affordable financing for water and sanitation improvement projects in India, the Inter-American Development Bank to better manage changes in water availability in Latin America, and the China Women’s Development Foundation to expand safe water access in rural areas of China.
The PepsiCo Foundation is also working with WaterAid in southern India to bring clean water to more than 200,000 people by restoring wells, harvesting rainwater in schools and building piped water supply systems. In a project in Sri City, 21 tap stands were installed in Ananthapuram village, which will be converted into high-quality permanent structures to establish a sustained water supply and proper waste water drainage. The PepsiCo Foundation and WaterAid plan to bring similar solutions to other high-water-risk communities with the intention that increasing access to clean water will positively impact the health, security and employment opportunities of local residents, particularly women, who otherwise have to walk long distances to collect water.
“The world faces a global water crisis, and we believe that PepsiCo can make a difference by acting as good stewards of local water resources. As members of the Alliance for Water Stewardship, we’re dedicated to increasing water use efficiency across our own value chain, and helping people gain access to safe water, which is a fundamental human right,” said Roberta Barbieri, PepsiCo Vice President, Global Sustainability.
She further added, “Water availability is fundamentally a local issue and one that requires collaboration among residents, municipal leaders, industry stewards and technical experts to sustainably manage. For those reasons, PepsiCo will increase our participation in and support of local water conservation work, with particular focus on high-water-risk geographies where action to protect this precious natural resource is most urgent.”
PepsiCo is also working to conserve and protect fresh water as part of its Positive Water Impact strategy. Through a partnership with The Nature Conservancy (TNC), PepsiCo is working directly with farmers, landowners, businesses, and communities throughout the United States, Latin America and South Africa to implement efficient irrigation technology, protect upstream forests, and establish Water Funds to replenish at-risk watersheds. In Latin America, PepsiCo and TNC are supporting watershed conservation projects that will enhance the supply and quality of water and improve the livelihoods of those in surrounding areas. In 2018, the partnership replenished more than 76 million gallons of water to the watersheds in Guatemala City, São Paulo, Santo Domingo, Bogotá, Mexico City and Monterrey through conservation efforts across more than 990 acres.
The campaign went live on TV, OOH, and Digital on March 23
LinkedIn kicked off the second wave of the #InItTogether integrated brand campaign on March 23, following its debut brand campaign in India last year.
The campaign will go live on TV with the Indian Premier League Season 12, the country’s biggest sporting event. Inspired by the power of its 55+ million member network in India, this campaign showcases real members, who have found their passion, their calling, and their dream jobs on LinkedIn.
“India is a strategic market for LinkedIn, and we are focused on helping our 55+ million members build fulfilling careers. Our #InItTogether campaign celebrates inspiring member stories of professionals who have leveraged their networks, pivoted to new industries, and created greater opportunity to get closer to their dream jobs. We hope their professional journeys inpire others to find their passion and go after their dream job,” said Srividya Gopani, Director - Brand and Consumer Msarketing, APAC and China at LinkedIn.
Real members, real stories
The campaign features four real members and their diverse professional journeys on finding their dream job on LinkedIn. Gayatri Iyer moved from finance to marketing in pursuit of her dream job, while Nilesh Sharma leaned on his LinkedIn community to find his next job as a voice-over artist. Connecting meaningfully with people on LinkedIn helped Manish Balani push his career boundaries, and Radhika Seenivasakan leveraged the platform to seek support from her professional network when she was having a hard time returning to the workforce following a sabbatical as a working mother.
The campaign has gone go live on TV, OOH and Digital across the country.
LinkedIn’s #InItTogether integrated brand campaign will go live on TV on March 23 with IPL Season 12. The 15-second TV spots will be aired during the IPL on HD and SD, along with Premium English channels on HD and SD.
The campaign’s OOH creatives will be splashed across billboards, metro wraps, and bus stops at prime locations in Mumbai, Bengaluru, and Delhi. It will also be promoted across the platform’s official online channels on LinkedIn, YouTube, Facebook, Twitter, and Instagram.
The #InItTogether brand campaign was rolled out in the US in January, followed by the UK earlier in March, and it will continue to roll out across Europe, Australia, and the UAE in the coming weeks.
The e-commerce company will be exclusive accommodation and attractions booking partner for all ICC events
The International Cricket Council (ICC) has joined hands with Booking.com for a strategic five-year global partnership in which the e-commerce company would become the exclusive accommodation and attractions booking partner for all ICC events.
The five-year agreement includes all ICC events around the world, including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC Women’s and Men’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup in New Zealand in 2021, the ICC Men’s T20 World Cup in India in 2021, the ICC Women’s T20 World Cup in 2022 and the ICC Men’s Cricket World Cup in India in 2023.
With a mission to empower people to experience the world and 28 million total reported listings in over 1,47,000 destinations worldwide, including everywhere ICC events are taking place, Booking.com is in a unique position to facilitate incredible cricket-inspired travel experiences for fans across the globe.
ICC General Manager – Commercial, Campbell Jamieson, said, “We welcome Booking.com, which is one of the world’s leading travel brands, into the international cricket community as a strategic global partner for the next five years. Together, we want to make it easier than ever for cricket fans to travel to an ICC global event and ensure more of the world can enjoy this great game.”
Pepijn Rijvers, Senior Vice President, Booking.com, said: “The opportunity to experience the excitement of an international cricket tournament in person is a compelling reason to travel for millions of Booking.com customers around the world. With more than a billion fans globally, we’re delighted to be celebrating one of the world’s biggest sports together with the ICC, combining the thrill of world-class competition and travel.”
In addition to fully integrated branded presence at all relevant ICC events, as part of the global sponsorship deal, Booking.com will also be collaborating with the organisation on various campaigns and activations to amplify the partnership at key moments over the coming five years.
Hosted by Karan Wahi, ‘Love Ok Please’ is a 12-episode travel reality show
MX Player has forayed into branded content with latest MX Original Series – ‘Love Ok Please’, powered by Too Yumm!.
Hosted by Karan Wahi, this 12-episode travel reality show explores the possibility of love on the road when 8 single and ready-to-mingle travel enthusiasts embark on an epic 10-day trip across Himachal Pradesh.
Viraj Jit Singh – Head of Revenue, MX Player said, “MX Player hosts a varied mix of content across formats and genres that caters to 75 million daily active users, thereby making it a lucrative platform for advertisers and brands. We are constantly looking at integrations that suit the content offerings we have which is relevant for both, us and the brand.
‘Love Ok Please’ is a show based on love standing the test of travel and no journey is complete without having some quick munching options along the way. Therefore, this association with Too Yumm! was an ideal fit and we are delighted to have them onboard as our partner for this journey.”
Anupam Bokey, CMO R P Sanjiv Goenka Group FMCG said, “Too Yumm! has a stated purpose of liberating the Indian youth of unhealthy snacks. The brand is a new age snacks brands where all products are ‘baked not fried, high on taste and available in more than 25 different flavours. So, you will always have something new and exciting to keep you company. During travel and exploration, we usually prefer being accompanied with bingeing snacks and Too Yumm! would be your best travel buddy. The audience for ‘Love OK Please’ matches our consumer profile hence. It is the perfect fit.”
‘Love Ok Please’ streams in two parts, the first six episodes start from March 25 and the second bunch of six episodes from April 1.
The Beardo logo will prominently feature on all caps and helmets of all players of the Kings XI Punjab
Published - 11 hours ago
Beardo, one of India’s leading luxury grooming products for men, has partnered with Kings XI Punjab as they kick off their campaign to win the 2019 edition of the IPL. Beardo will be the official ‘Grooming Partners’ for the Kings XI Punjab this season as they hunt for their maiden title.
The Beardo logo will prominently feature on all caps and helmets of all players of the Kings XI Punjab.
In a short span of 3 years, Beardo has grown to become India’s most chosen men’s grooming brand. Similarly, the Kings XI Punjab have gone on to become one of the most popular, successful and entertaining franchise in the league. It is precisely this passion and innovation that unite Beardo and Kings XI Punjab: the team continually demonstrates its ability and willingness to stand out from the crowd.
This partnership will help create entertaining moments and content that brings together two very popular entities, determined to amplify the excitement.
Beardo’s association with Kings XI Punjab is a fantastic opportunity for the brand to connect through one of the most followed sporting spectacles in India and instantly engage with the right audience.
Ashutosh Valani, Co-founder, Beardo said, "We’re thrilled to be the grooming partners for Kings XI Punjab. They’re one of the most exciting teams in the league that have a united legion of devoted fans across generations and cultures. Keeping in sync with Beardo’s continuous effort to introduce new innovative product to our men’s grooming range, the association gives us a chance to showcase our merchandise at one of the biggest sporting events in the world.”
Commenting further on the association, Satish Menon, CEO, Kings XI Punjab said, “I welcome Beardo to Kings XI Punjab, knowing that we have the right partner with whom we can create a unique future with new ideas. We’re positive that this association will offer something new to our fans and also help us connect with new cricket enthusiasts. We look forward to a successful partnership with Beardo."
The company will soon roll out a new advertising campaign featuring Kiara
Coca-Cola India has roped in Kiara Advani as the new face for Limca. Being a relatively fresh face in Bollywood, Kiara will further epitomise Limca’s connect with youthfulness and freshness.
Speaking on her association with Limca, Kiara said, “Limca is a beverage that is essentially timeless and known for freshness, and that’s me, zesty and fresh. I am really excited to be the new face for Limca since we share the same core values and personality.”
Shrenik Dasani, Vice President, Sparkling Category at Coca-Cola India & South West Asia, said “Limca has always been India’s favourite thirst quencher, loved for its unique ‘lemoni’ bite and sharp fizz. At the same time, Kiara has a uniquely refreshing personality and is immensely loved by her fans. This makes her the perfect fit for Limca and we are so pleased to welcome Kiara to the Limca family.”
The company will soon roll out a new advertising campaign featuring Kiara. The actress will also be associated with a range of consumer activations, digital and social media engagements for the brand.
The contest witnessed participation by over 3000 individuals across three levels of the game engaging two million people online
Bajaj Finserv successfully concluded the gamified #TravelonEMI campaign that was aimed to raise awareness about the last-minute travel. The contest witnessed participation by over 3000 individuals across three levels of the game engaging two million people online. The campaign was focused on common challenges individual faced while planning the trip at the last moment and create awareness about a smart solution to ensure travel with hassle-free Bajaj Finserv EMI Network.
Bajaj Finserv designed the campaign basis the insight received from the customers on the unplanned holidays. Customers always seek a credit solution that is convenient to pay back and is not going to add any pressure on their daily chores. This was the primary reason behind the inception of enabling a personal loan for travel through an EMI Network card too.
Bajaj Finserv designed an engaging campaign #TravelonEMI by introducing a game for such travellers. The game had three level challenges. The three winners Saroj Sajwan, Mithlesh Kumar and Nishchaya Sadhwani were awarded travel vouchers worth 10k, 15k and a Go Pro 7 respectively.
The first challenge included straightforward questions about contestant’s favourite destinations, mostly based on general knowledge. (Saroj Sajwan from Ghaziabad). The second challenge was solving the jigsaw puzzle from the most desired scenic places at the favourite destination, and winner Mithlesh Kumar from Shakarpur, Delhi availed prize of 15k. The third challenge was to identify the most desirable skylines of their ideal destination from a 360-degree glimpse and winner Nishchaya Sadhwani from Bhopal bagged a GoPro Hero 7 as the reward.
The campaign was aimed at creating awareness about new and smarter ways of financing the travel at the last moment. Bajaj Finserv leveraged established gamification principles to the campaign to create awareness for the products and offers on the company’s website. The participation witnessed emphasis the need for quick and hassle-free smart solutions for categories like travel and holiday.
Bajaj Finserv also partnered with Rannvijay Singh and Kishwar Merchant to share their experiences and help strengthen the message of #TravelonEMI. The campaign achieved reach was 50M with an impression of 74.6M on the microsite. The campaign witnessed a massive engagement on social media with the #TravelonEMI trending on twitter for more than 5 hours.
Bollywood themed merchandise from Yedaz to be available at stores inside theme park
Shemaroo Entertainment’s licensing and merchandising brand, Yedaz – Bollywood Madness, has joined hands with theme park Imagica. Yedaz offers Bollywood fans at Imagica a chance to take home official Bollywood themed merchandise from the stores located inside the theme park.
Yedaz has a wide array of interesting merchandise that spreads across 15 categories like funky t-shirts with iconic Bollywood dialogues, coffee mugs, coasters, beer mugs and much more. Imagica already is home to Bollywood attractions like Mr. India and House of Stars and Yedaz merchandise is a perfect complement to the overall Bollywood experience.
Commenting on the association, Smita Maroo, Senior VP – Licensing & Merchandising, Shemaroo Entertainment Ltd said, “Bollywood dialogues and movies have a special connect with the Indian audiences and now they can own a piece of Bollywood. Our focus at Yedaz is to create fun and quirky official Bollywood merchandise and make it available to every die-hard fan. Our association with Adlabs Imagica will help us reach out to all these Bollywood fans.”
Excited on having Yedaz merchandise at Imagica, Dhimant Bakshi, Joint CEO, says, “Imagica is a completely themed entertainment destination with one of the themes being Bollywood. With an entire ride conceptualised and dedicated to Mr. India the movie and House of Stars – a Bollywood park featuring iconic movie sets, the association with Yedaz is an exciting extension of the Bollywood centric theme in terms of yesteryear movie merchandise offerings. The exquisite merchandise is the perfect memorabilia for our guests to take home along with bagful of memories.”
Yedaz Merchandise is already up in the stores and customers visiting Imagica can get their hands on their favourite Bollywood product on their next visit. You can now flaunt your Bollywood attitude with Yedaz T-shirts or add a filmy touch to your parties with beer mugs.