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Week at a glance: Digital videos, more IPL news, new account acquisitions...

There are various industry estimates as to the growth of the digital advertising industry in India, and all of them project a tremendous growth potential for this industry. GroupM’s TYNY 2018 Report states that video advertising on digital is estimated to grow at 54 per cent as bandwidth improves and data and mobility device become more economical for the consumer. The DAN Digital Report reveals that spends on video ads have shown a significant increase and accounted for 19 per cent (Rs 1,598 crore) of the overall spends in digital advertising. This category is estimated to witness the highest CAGR of 38 per cent from 2016 to 2020. Its share of spends is expected to increase from the current 19 per cent to 22 per cent by 2020. 

Colors Tamil, the latest regional GEC from Viacom18, went live on February 19, 2018. Launching with a well curated list of programmes, Colors Tamil will offer several original shows in both the fiction and the non-fiction categories. Adgully spoke to Ravish Kumar, Head - Regional Entertainment, Viacom18, and Anup Chandrasekharan, Business Head, Colors Tamil, to know more about the channel’s plans to capture the Tamil broadcast market, the programming strategy, the competition, marketing plans and more. 

Wavemaker, GroupM’s media, content and technology agency, has partnered with Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms. Branded Content is the first space the Effectiveness Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats. 

Star India has won the rights for audio-visual production services for Indian Premier League (IPL) and BCCI Domestic Cricket for the 2018-19 season. The BCCI had invited Request For Proposal (RFP) documents for services relating to the live production of all matches for IPL Season 2018 and Domestic Cricket Season 2018-19. The service agreement and the contract term will cover one season of the IPL (2018) and one season of Domestic Cricket (2018-2019). 

Offbeat: Gopa Kumar – Adgully’s ‘Offbeat’ section seeks to give a glimpse of the lesser known facets of our very well-known industry leaders. We present, in the industry leaders’ own words, an interesting read on areas that are not usually highlighted in regular media coverage. Gopa Kumar, Executive Vice-President, Isobar India, heads strategic planning and media buying across Digital & Emerging New Media for Isobar India. His position entails a gamut of responsibilities like social media, mobile marketing, web analytics, communications planning, strategic partnerships and business expansion. 

Orient Electric, part of the diversified $1.6 billion CK Birla Group, recently announced the national launch of its new Aerocool super premium ceiling fan. With this launch, the company aims to gain a stronger foothold in the segment. Atul Jain, Senior VP & Business Head - Fans, Orient Electric, stated that “we expect the super premium fans to contribute to 10 per cent of total fan sales in the next 2 years”. 

AdVoice has set itself the ambitious goal of becoming the largest Mobile Audio Ad Network in the world, starting with a focus on the emerging markets in Asia, Africa, and Latin America. AdVoice replaces the Ringback tone, the tone that people hear while making a phone call, with an audio ad (AdRBT). In conversation with Adgully, Dennis Oudejans, CEO of AdVoice, speaks at length about the mobile network’s journey so far, the growth strategy for 2018, the differentiating factors and much more. 

Zee Entertainment Enterprises Ltd’s new digital entertainment platform, ZEE5, has got off to a rousing start. A first in the country, ZEE5 brings India’s largest and comprehensive library of vernacular content with programming in 12+ languages. Commenting on the launch, Archana Anand, Digital Head, ZEE5 India, said, “We see ZEE5 as filling a definite need-gap in the Indian market for strong language content and navigation experience across Indian languages.” 

The three-year old IndIAA Awards from the IAA India Chapter have been accepted as a true national award by the industry. Now, for the first time the IAA is launching a set of regional awards to take care of the real needs of regional advertisers and agencies. 

Reliance Industries and Eros International have announced today that Reliance, through a subsidiary, has agreed to subscribe to a 5 per cent equity stake in Eros at a price of $15 per share, which represents an 18 per cent premium to last closing price. Furthermore, RIL and Eros International Media announced that they have agreed to partner in India to jointly produce and consolidate content from across India. The parties will equally invest up to Rs 1,000 crore in aggregate to produce and acquire Indian films and digital originals across all languages. 

After announcing the Master Jury for the Creative Category, the eminent Abby Awards, that recognises and rewards excellence across Advertising, Marketing and Media, has now announced the illustrious Jury Chairs for the Media, Broadcaster, Publisher, Branded Content & Entertainment, Specialist and Craft Categories. Chairing the jury for each of these categories are stalwarts and veterans who have played an instrumental role in leading the respective categories towards new echelons of growth. 

Blackberrys, the apparel brand owned by Mohan brothers, has appointed L&K Saatchi & Saatchi as the brand and creative Agency on Record (AOR) for their mainline and casual brand. The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. 

Publicis Media has won the full digital duties of ZEE5 in India, the newly launched digital entertainment platform from Zee Entertainment Enterprises Ltd. The business was won as part of a multi-agency pitch. 

NIIT Ltd, a global leader in skills and talent development, has entrusted its digital mandate with Performics.Resultrix, the digital end-to-end solutions company under Zenith India. The business was won as part of a pitch against leading agencies. 

DIGIXX 2018 saw the Jury process get underway this week for the second edition of the Awards that seek to honour and celebrate India’s best work in digital marketing and advertising. DIGIXX Awards 2018 winners will be revealed at a special ceremony on Friday, March 9, 2019, to be held at The Leela Ambience, Gurgaon. DIGIXX 2018, an Award by Adgully in association with ad:tech, seek to set industry-wide benchmark in digital engagement and be a true marker for digital initiatives that are innovative, creative and effective. 

The Indian Readership Survey (IRS) 2017 data released in January this year reveals print media on a growth trajectory. According to the Survey, Malayalam language dailies have seen a growth of 19 per cent. Malayala Manorama leads the Malayalam publications market. Among the Top 10 Magazines (Regional), as many as 6 Malayalam language publications feature in the list. Speaking on the latest IRS 2017 data, Varghese Chandy, Vice President - Marketing, Advertising Sales, Malayala Manorama, said, “Data from the IRS 2017 re-affirms the strength of print and the reach offered by the medium. Moving forward, I see print occupying an even more prominent position in a media plan.” 

BARC ratings for Week 7 of 2018 (February 10-16) [HSM (U+R) : NCCS All : 2+ Individuals] saw Star Bharat move to the No. 1 spot after spending weeks in the second spot. Not much change was noticed in the Hindi GECs space in Rural+Urban this week. 

With surging popularity of blockchain, we envision a world where decentralisation forms the key. There are many potential benefits of blockchain which can be leveraged across industries. The blockchain is not just a distributed ledger, but a distributed consensus ledger through which trust is created by a collectively agreed-upon consensus protocol inevitable for it to become a part of every sector and industry.

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