We’ve witnessed a 30% growth in our digital marketing business: Amit Tandon, CEO, Genuus.
It will be exciting to see what happens to wearable technology in 2018 and how brands embrace new devices.
Published - 11-January-2018
In an interaction with exchange4media, Amit Tandon, CEO, Genuus shared his thoughts on the evolution of marketing technology in this digital era.
1.How did the idea of starting Genuus come to you? What were the reasons behind starting the company?
Having worked for years in marketing on large consumer brands, I always felt that there could be a smarter way to capture consumer buying behaviour, engage with consumers and measure the productivity of channels used to promote the brand. Unfortunately, at that time there wasn’t enough, in terms of consultative support, that provided quick insights and allowed us to action faster fixes to our marketing campaigns. Agencies were still discovering digital and technology were nascent to solve complex marketing problems.
We founded Genuus, a marketing technology company, with the purpose of enabling brands to perform better in an Omni channel environment. The decision to do so paid off, as marketers today are investing in building unique and impactful brand experiences.
2- How is technology changing the face of marketing?
An on-demand economy and the advent of multiple devices have transformed the way brands and consumers interact today. Consumers have less time and expect brands to deliver a quality product or service in a convenient and fast manner. Brands, with the help of marketing automation, can connect with consumers in real time, create campaigns and provide personal experiences. Lasting impressions of a brand can be built by using Virtual Reality. Imagine being able to experience driving a car without visiting a showroom or booking a test drive. It is now possible.
The use of Artificial Intelligence can improve efficiency in handling routine yet critical marketing processes such as on-boarding customers. By using technology, marketers can make data-driven decisions and see the results of their actions within no time.
3-The focus on advertising and marketing strategies for a brand requires brands and agencies to work together. How should they work together for effective brand communication with the consumer?
In my view, there is no set formula or approach that can determine success in an engagement between the Agency and the Client to deliver effective Brand communication.
However, there are a few considerations. As time progresses, we will see a lot more transparency and accountability in the working equation between the Agency and the Client. The way we will work in the future will be very different from what it is today.
Collaborative and productivity tools will allow the Client and the Agency teams to co-create content, deliver and measure ROI. Common KPIs (Key Performance Indicators) that have been agreed between the Agency and the Client will drive both entities to work in tandem to achieve defined communication goals.
4- How should brands, in your view, innovate? Could you illustrate this with what Genuus has been doing?
Innovations can come by simplifying processes that are essential to the success of a Brand. Ease in the customer onboarding process is a challenge that marketers grapple with. We’ve helped banks and financial institutions implement an integrated customer onboarding solution that allows customers of a bank to open a savings account online within minutes using their Aadhaar details.
We’ve also redefined the delivery of e-commerce services by introducing a software as a service (SaaS) omni channel platform for enterprises, making it painless for them to run an online business at an optimal cost.
5- In terms of advertising, how important is the digital medium for you?
Spends by marketers on digital advertising in India is expected to surpass $1 Billion next year and we’re geared up to manage the increased demand from our clients. We’ve witnessed a growth of 30% in our digital marketing business and expect to experience further growth next year. We have been creating and curating digital content for our clients, mostly branded content. We are also focussed on Performance Management and provide our clients with insights on spend and the right media opportunities by using advanced analytics.
6- What is the road map for 2018?
We will explore more in the Artificial Intelligence space in areas of assisted search, campaign management and product recommendation to customers by e-commerce companies. It will be exciting to see what happens to wearable technology in 2018 and how brands embrace new devices.
We foresee interest in Blockchain technology, particularly in a loyalty platform thus ensuring security, efficiency and cost effectiveness to our clients. To conclude, we believe that we add value to the digital transformation of our client’s business right from the strategic stage to the implementation of the solution.
As part of the campaign, Vodafone customers have an opportunity to win an iPhone X every match
Published - 35 minutes ago
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.”
Fans will get behind-the-scenes updates and chance to show support through Augmented Reality Lenses, Our Stories and more
Published - 1 hour ago
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.
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.
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
Published - 2 hours ago
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.
OTT players react to FICCI-EY 2019 report and assert Television will not lose either
Published - 9 hours ago
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.
Bruno, who joined Netflix in 2015, is set to join MGM as its Chief Marketing Officer
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.
Mudaliar, CMO, Dream11 says sporting leagues have realised the importance of how fantasy sports in particular increase fan engagement & drive higher stickiness
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.
The alliance will be the centre-stage for the launch of GRADO’s Cotton Collection
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.”
Rajasthan Royals have re-launched themselves in its new colour Pink with first Royal, Shane Warne as its brand ambassador
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.
Presented by Reliance Entertainment, Rohit Shetty Picturez, in association with Dharma Productions, Simmba will premiere on 21st March on ZEE5
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.’
'Hello Sensodyne' is a technology innovation that uses Google Assistant
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.