Week at a glance: Brake on global ad economy; Lions Live Masterclasses
GroupM announces the mid-year forecasts in their global advertising report 'This Year, Next Year'. The report states that "the consequences of the pandemic have only barely begun to play out as we reach mid-year, not least as we have only experienced its first wave so far."
The Masterclass by Josy Paul, Chairman and CCO of BBDO India, as part of the Lions Live programme, was a candid account of the creative genius of Paul, his way of thinking, his failures and his many successes that have shaped his work over the years.
Asian Paints’ latest ad campaign – Toy Car – is high on emotions, even as it gives the dual message of a father’s willingness to leave no stone unturned to provide for his family as well as Asian Paints’ various initiatives to support the painter community during these tough times.
There is a growing base of language users on the Internet, with as much as 18 per cent language users accessing the Internet every year compared to 3 per cent English users, as per a KPMG report. Most language users are based in non-metros and collectively outspend metro consumers in categories like FMCG, apparel and footwear. Neither are they shying away from big ticket purchases as e-commerce sales in these regions are growing at 3x.
Andy Main is set to join WPP's Ogilvy by July as the global CEO. He will be taking over from John Seifert who has spoken about his plans to retire in 2021 after 41 years with agency. Seifert was the Global CEO for nearly five years.
As part of the Masters Speak initiative by Future Generali India Life Insurance, Anant Rangaswamy, Editor, Melt and Wion TV, engaged Sir Martin Sorrell, Executive Chairman, S4 Capital, in a discussion on ‘COVID-19 - The Digital Accelerator’. The idea of Masters Speak comes from one of Future Generali’s core values – “Live The Community”.
“Creative leadership is required now more than ever and that’s I would want to encourage everybody to bring back creativity to the core of our businesses, because this is the only way we can lead the future”, said Merlee Jayme, Global President, Dentsumcgarrybowen, in her address on Day 2 of the Lions Live 2020 programme.
Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network (DAN), has promoted Indrajeet Mookherjee, erstwhile Executive Vice President, to the role of President, effective immediately. He will continue to report into Simi Sabhaney, CEO, Dentsu India.
As per TAM AdEx TV Advertising Report – Part 3, during the period April’20-20 June’20, there were 2,800+ active advertisers and 4,300+ brands visible across 380+ categories. Average Ad Volumes/Day in Jun’20 grew by 51 per cent, compared to April’20.
Before COVID-19 struck, HDFC Life revealed data from their Life Freedom Index for FY2020. According to the survey participants from Metro, Tier I and Tier II cities, an individual’s confidence towards achieving financial planning goals in the future was not affected by macro-economic factors.
Kunj Bihari Agarwala, Managing Director, Rupa, is very enthused about Prime Minister Narendra Modi’s call for ‘Voval for Local’. He affirmed, “We remain committed to strengthening India by embodying the true essence of Make in India’. We are… For the Indians. Of the Indians. By the Indians.” Agarwala further says, “We are the first and foremost brand to make and provide quality hosiery products (innerwear and outerwear) in India for the last 50 years.”
The way brands interact with audiences on social media is distinctly different from other platforms, including digital. While promotional offers, contests and product marketing are still the mainstay of e-commerce, consumer electronics, and apparel brands, the services as opposed to product categories like OTT, food delivery, ride sharing, and hospitality and travel, have taken a more conversational approach. Often, pharma, auto, FMCG, accessory categories hijack viral moments to resonate with the pulse of a younger audience.
India’s ancient practice to maintain holistic health, Yoga today has made deep inroads throughout the world and even gained recognition from the UN General Assembly as International Yoga Day in 2014. Under the Narendra Modi Government, Yoga has gained further prominence.
During the auspicious period of AkshayaTriti, between late March and early April, Chennai-based digital agency Webboombaa delivered 15X RoI for Tamil Nadu-based jeweler Sree Kumaran Thangamaligai (SKTM).
The lockdown period has been a boom time for digital content consumption as people remained confined to their homes and there has been a lack of fresh content on TV due to cessation of all shooting work.
BARC Wk 24: Star Utsav dislodges Dangal from No. 1 on All Platforms
Week 24 (Saturday, 13th June 2020 to Friday, 19th June 2020) on All Platforms saw quite some upheavals and new entries in the top 10 Hindi GEC rankings on All Platforms. Making the shift to FTA in March 2020 has paid off for Star Utsav, Colors Rishtey and Zee Anmol. As per BARC data [HSM (U+R) : NCCS All : 2+ Individuals], Star Utsav and Colors Rishtey registered huge gains this week.
Neliswa Nkani is the Hub Head – MEISEA at South African Tourism. During the lockdown imposed in her country, she is working out of a hotel in Johannesburg, while her team is based in India. Here, she talks about how she has adapted herself to the new normal and what the lockdown period has taught her.
Minal Srivastava, Vice President - Growth, Strategy & Marketing, Shalimar Paints, writes about the unprecedented challenges presented by the COVID-19 crisis to businesses and how it has taught us the significance of being future-ready to sail through any crisis. She also stresses on companies working doubly hard to ensure that employees working from home do not feel alienated or disconnected.
Meenu Bagla, Vice President & CMO, Cyient Ltd, writes about how she has kept herself gainfully engaged during the lockdown period and the valuable lessons that she learnt about life, work and money. She also switched jobs during the lockdown period.
Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, talks about how he has evolved in his work habits during the lockdown period, and also remained continuously with his team working remotely.
Pankaj Gulati, Chief People & Marketing Officer, Fincare Small Finance Bank, advises people to be conservative in their spends in these times and stick to the long term goals. He also believes that COVID-19 has probably permanently changed the rules of working.
Effective, transparent and concise communication is the need of the hour during the global COVID-19 crisis – be it for spreading awareness, in giving instructions, assuring people, or avoiding panic reactions. Companies and brands have had to continue their communication with their stakeholders and customers even though the communication channels have been fewer.
Radio has been a source of local news and feel-good content during the lockdown months. It has been one of the few mediums that is currently churning out interesting fresh content and new offerings for listeners as well as brands. According to various reports, the stay-at-home radio listenership during the lockdown went up by as much as 23 per cent, compared to pre-COVID-19 times.
The Indian Institute of Human Brands (IIHB) conducted a ‘gun-shot’ telephonic survey over June 17 & 18 to gauge consumer sentiment on celebrities endorsing Chinese brands, post the news of the loss of life of 20 Indian soldiers in the Galwan Valley. 408 respondents were asked some quick-fire questions.
The way we shop is changing and how we pay is evolving. As COVID-19 alters our daily lives, consumers in India and across Asia Pacific are rapidly going digital with purchases of everything from groceries to movies in a shift that looks set to become a permanent habit after the pandemic passes, Mastercard research shows.