Week at a glance: Brands’ festive strategies; Yahoo shuts content shop in India
Since the pandemic struck, there has been a sea change in the environment. Consumers, advertisers, media, technology have all changed significantly in a way that is transformational. The accelerated shift to digital that advertisers made in response to the significant restrictions placed on people’s lives through lockdowns have also endured. The vaccination drive has led to positive consumer sentiments and the reopening of markets and malls are seeing people returning in droves. This has brought a troika of opportunities for the brands and advertisers to launch their collection and successfully do their promotions.
Speaking to Adgully, Mansi Datta, Chief Client Officer & Head – North & East, Wavemaker India, pointed out, “A look at the macro picture shows 2021 bouncing back, albeit with a slight limp due the COVID-19 second wave. But the bounce-back still has a spring in the step, with most sources projecting Indian economy growth in the range of 9-10%, with Goldman Sachs at 11%, CRISIL at 9.5%, RBI at 9.5% and Moody’s at 9.3%. While the global economy is projected to grow 6% in 2021.
As Nakul Chopra gears to take charge as the third CEO of Broadcast Audience Research Council (BARC) India from tomorrow (August 25, 2021), the broadcast industry is looking forward to the resolution of some contentious issues during his tenure.
The recent challenges and controversies notwithstanding, CRISIL Ratings has reaffirmed its ‘CRISIL A/ Stable’ rating on the long-term bank facilities of Broadcast Audience Research Council (BARC) India. The rating continues to reflect the healthy business risk profile of BARC as the sole TV (television) viewership estimation agency in India, and its established business model with high revenue visibility and customer retention.
Aditya Swamy, Director of Google India joins the board and Sandeep Bhushan, Head of India Global Marketing Solutions at Facebook, will be a special invitee to the board of The Advertising Standards Council of India (ASCI). As ASCI shapes the narrative of Indian advertising in a post-COVID world, representation from two of the world’s largest digital companies on its top decision-making body is a landmark step.
India’s Over the Top (OTT) Entertainment industry is burgeoning into a multi-billion-dollar industry, cannibalising into the established bastion of traditional television, radio and cinema auditorium forms of media and entertainment. The size of the OTT market in FY20 stood in the range of $1.7 billion (both Video and Audio). Home-grown Independent Transaction Advisory firm RBSA Advisors believes that this industry has the potential to grow to be $15 billion industry over the next 9-10 years. According to an MPA report, India will have 1 billion video screens by 2024, with 85% broadband ready.
With the passing away of Pradeep Guha, MD, 9X Media, the curtain comes down on the last of the iconic print media pioneers, who changed the entire dynamics of print media. Guha’s approach and thinking were always innovative and fresh with new ideas. Guha spent over four decades in the M&E industry across print media, TV broadcasting, advertising & marketing, as well as the Bollywood industry.
Battlegrounds Mobile India (BGMI), the immensely popular online multiplayer battle royale game developed and published by Krafton, finally launched on iOS on August 18, 2021. The iOS launch comes after almost one and a half months of its Android launch on July 2, 2021. While making this big announcement, Krafton also informed that some iOS users might not be able to log on to Battlegrounds Mobile India right away using their Apple ID, as the authentication system of the iOS version will be under maintenance.
Sony Entertainment Television gave a grand send-off to ‘Indian Idol Season 12’ with a never-before-seen format, where over 40 artists performed over the course of 12 hours at the one-of-a-kind gala event. Planned as a clutter-breaking and wholesome celebration of music, viewers witnessed some of the popular musical maestros from the Indian music industry.
Yahoo has stopped publication of its content in India from today (August 26, 2021). The content offerings closed include Yahoo News, Yahoo Cricket, Finance, Entertainment and MAKERS India. Yahoo has cited the new FDI regulations by the Indian Government regarding foreign ownership of media companies that operate in the country for this move.
Anthems have been a part of brand communications for decades. They probably start where jingles end. While peppy jingles keep the brand alive in consumers’ minds in a fun, light hearted way, anthems have always conveyed a larger purpose and lent some gravitas to a brand’s message.
The immensely popular Spanish heist crime drama series, ‘La casa de papel’ (‘Money Heist’ in English), has reached its finale. Season 5 of ‘Money Heist’ will be available in Hindi, Tamil and Telugu and will be released in two parts – on September 3, 2021 and on December 3, 2021 on Netflix.
Consumer buying behaviour has undergone a lot of change in the last one year. How well are brands and retailers adapting to these rapid changes? Adgully’s premier property - #GullyChat – turned the spot light on ‘Rise of Community Marketplaces – Social Meets Commerce’ in its latest episode on August 27, 2021. Sairee Chahal, Founder and CEO, SHEROES, decoded and analysed this growing field in the Twitter chat.
The Auto sector saw the highest growth in ad volumes on Digital in H1, with ad insertions rising by 2.5x in Jan-Jun’21 over Jan-Jun’20, a per TAM AdEx’s analysis of the Auto sector’s advertising across TV, Digital, Print and Radio. Meanwhile, ad volumes of the Auto sector on Radio grew by 65% during this period, whereas television advertising by this sector grew by 34%. The Top 10 advertisers together accounted for 72% share of Auto sector’s advertising on TV.
TV Today Network has announced the approval of the proposal to rename the hindi news channel ‘Aaj Tak Tez’ to ‘Good News Today’. The Board of Directors of the company yesterday approved the proposal. The new name is expected to implement in the month of September, as the Ministry of Information & Broadcasting (MIB) has given the approval for the same.
The first to bring ‘Live & Interactive’ anywhere learning in digital format, Talentedge is changing the way India learns. In conversation with Adgully, Abhinav Upadhyay, Chief Marketing Officer, Talentedge, speaks about the company’s new brand identity and also touched upon the various challenges that the company has faced and how they tackled them, as well as the road ahead.
Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. In conversation with Adgully, Karan Shaha, CEO and Co-Founder, Vahak, speaks about the fascinating journey of Vahak, the core preposition of the company, the deep research and networking that went behind the scenes to onboard 10,000 transportation companies in the first 6-7 months, and much more.
Western Digital, a leading brand in consumer and enterprise storage solutions, recently rolled out a digital campaign to celebrate World Photography Day. In conversation with Adgully for the Talking Insights column, Jaganathan Chelliah, Director of Marketing, India, Western Digital, speaks about the #ShareYourMastershot campaign, leveraging World Photography Day to not just promote their enterprise storage solutions, but also create an emotional connect with consumers, and much more.