Week at a glance: Influencer marketing, ZEE5, Malli quits, Tete-a-tete with Piyush Pandey

Indepth - Influencer Marketing Parts 1 & 2: In the ever-growing digital world, engaging with influencers and content makers has never been more appealing. In fact, according to industry experts, influencer marketing is a $2 billion potential waiting to be mined. As per India’s Biggest Influencer Marketing Survey launched by Buzzoka, 90 per cent brand custodians felt that influencer marketing has the potential to drive engagement and reach. While the India Influence Report 2018 by Zefmo reveals that in 2018, 92 per cent marketeers are expected to launch at least one influencer campaign. 

In this 2-part report, Adgully delves on some of the key points to be kept in mind while formulating an influencer marketing campaign. 

Heart-to-Heart Conversation with Admen Pandey Brothers: Piyush Pandey, one of the most illustrious names in Indian advertising, needs no introduction. Watch the special Video interview with Piyush and Prasoon Pandey. 

In a move to fortify its digital presence, Zee Entertainment Enterprises Ltd has launched its one-stop digital destination – ZEE5. ZEE5 aims to address the entertainment demands of a New India that is increasingly digital savvy and globally connected, yet fundamentally rooted in its culture. With ‘Language’ as the core proposition embodied across the entire content and user experience, ZEE5 will caters to an India without boundaries. 

The digital entertainment platform has appointed Carat, part of Dentsu Aegis Network, as its media agency for India following a multi-agency pitch. Carat will handle media planning and buying for ZEE5 in India, excluding digital. Headed by Suman Pal, Senior Business Director, the account will be managed by the agency’s Mumbai office. 

After leading Starcom India through an era of strong growth, stellar performance and rapid transformation, Group CEO Mallikarjun Das (Malli) has decided to move on from the organisation. This has been Malli’s (as he is popularly known) second stint with Starcom India. He had joined the agency in June 2011 as CEO. According to industry sources, Malli is set to join a leading broadcaster. In a career spanning 20 years, Malli has donned several hats. Prior to Starcom, he was COO, Madison Media Infinity. 

GroupM’s futures report – ‘This Year, Next Year’ (TYNY) 2018 – forecasts India’s advertising investment to reach an estimated Rs 69,346 crore this year. This represents a growth of 13 per cent for the calendar year 2018 over the corresponding period in 2017. The report also estimated ad spending in 2017 at Rs 61,263 crore, growing at 10 per cent, as predicted by GroupM in February of last year. Various industry estimates peg economic growth at 7.3 per cent to 7.8 per cent for 2018 as the benefits of GST – higher productivity and lower cost of goods sold – become apparent. 

Starting February 15, Google has debuted its inbuilt ad blocker for Chrome that will banish most ‘annoying ads’ from web-pages and deliver a cleaner web experience. This bold move by Google will result in a decline in ad inventory and consequently ad revenue loss for those publishers who have been displaying annoying ads. According to some conservative estimates by industry experts, 10-15 per cent of ads served on websites could be filtered out following the complete roll-out of the Chrome ad blocker. 

Viacom18 is all set to launch its latest regional GEC – Colors Tamil – on February 19, 2018. Bullish on the launch, Sudhanshu Vats, Group CEO, Viacom18, called it a “momentous day for Viacom18” as it entered the Tamil Nadu market. Colors Tamil would be known for its content, which is designed to disrupt and would be differentiated, thought provoking and socially conscious. 

The release of the Indian Readership Survey data in January this year has given a fresh impetus to the print media industry in the country. According to the findings of the Report, 39 per cent of Indians (12+ years) read newspapers, and 20 per cent of all newspaper readers in 50 lakh plus population towns read newspapers online. Adgully spoke to Pradeep Dwivedi, CEO, Sakal Media, to gauge his take on the IRS 2017 data, its implications for the print media industry in India, especially regional print media, further increasing the readership base and more. 

We are a month and a half into 2018, and some of the initial high-spirited expectations for the year are beginning to wear off. For Debraj Tripathy, MD, Mediacom, while we are all gung ho about 2018, he feels that it is probably too early to say that things would be okay and we would go back to our normal growth numbers. “Things will be on a slope for some time, but in the longer stretch the slow growth will improve. We still haven’t seen the big boom happening, where the industry used to be or where we were expected to go,” he noted. 

As in the past years, brands have come up with a variety of campaigns and marketing drives to tap into the spirit of Valentine’s Day. It is no surprise that businesses launched their best strategic marketing campaigns targeted at capturing both the hearts and wallets of shoppers on this occasion. Adgully takes a look at what’s on offer this year from diverse players like Tanishq, Swiggy, Syska LED, Vivo V7+, Roadster, Myntra, Snapdeal, Shopholix, Idea Music... However, have the brand spends matched up to the enthusiasm showed by consumers? 

Bharti Airtel and Hotstar have announced a strategic partnership to bring digital content from Hotstar’s portfolio to Airtel customers. This will further expand Airtel TV app’s wide range of offerings and expand the footprint for Hotstar’s content across Airtel’s large mobile customer base. 

Sodexo India Benefits & Rewards Services has started 2018 with a strategic partnership with online grocery store, Bigbasket. As Vice President – Marketing at Sodexo BRS India, Suvodeep Das’ mandate is to run marketing & communication, launch new technologies, products and anchor the brand’s Digital transformation. In a conversation with Adgully, Das took us through the journey of Sodexo in India, their latest partnership, growth plans for 2018 and more.

 

To read more visit here.

Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising