Week at a glance: IPL 2020 most successful ever; Q&A: Vinod Thadani; Rise of mobile video
Vinod Thadani, Chief of Digital, Mindshare South Asia, has been at the helm of driving the digital capabilities of the agency. As part of the special Knowledge Series, powered by mFilterIt, Thadani shares several insights on the emerging trends in the digital marketing space, the growing significance of performance marketing, how to bring in transparency and accountability for brands in the new normal and much more.
Star India delivers the biggest IPL ever in the history of the tournament. From swashbuckling young talent, exciting clashes, to nail-biting double super overs in a single day, Season-13 was nothing short of electrifying. With fans enjoying matches from the comfort of their homes, Dream11 IPL 2020 has set a viewership record with an overall consumption increase of 23 per cent versus 2019. Television viewership reached an outstanding 31.57 million.
Dream11 IPL 2020 has silenced all scepticisms and delivered in terms of engagement, affinity and viewership, reflected through the higher number of games watched. The tournament clocked the highest ever opening day TV and Digital viewership of 20 crore people worldwide. According to a Star Sports spokesperson, “Significant consumption growth in viewership was seen in IPL 2020. IPL 2019 had 326 billion minutes consumption (TV only), this year’s IPL has already surpassed that mark with just 50 out of 60 games.”
Even as the digital sector has been growing tremendously in India, mobile video has played a key role in this growth. Today, mobile video has grown in importance for brands and the pandemic has further increased the importance of mobile video for marketers. According to a WARC report, 45% of marketers in India intend to increase their focus on mobile video in their advertising. The report also states that 20% of the total spends of a brand are allocated to mobile videos.
Data privacy is becoming a subject for lawmakers to ponder the world over. Social media giant Facebook has said that it disagrees with the fundamental notion that one cannot provide free ad supported services in a way that respects privacy. In a blog post, Erin Egan, VP and Chief Privacy Officer, Public Policy, Facebook, opines that criticism is already impacting internal changes that large platforms are making to inform users about business to business data sharing and use of web technologies like cookies.
Harley Davidson came to India as a wholly-owned subsidiary of Harley- Davidson Inc, commencing its operations in the country in 2009. Following its global ‘Rewire’ plan, which sought to streamline the bike major’s structure as it battled the impact of COVID-19 disruption, Harley Davidson decided to exit the Indian market earlier this year. However, come October and the bike manufacturer did a complete U-turn and tied up with Hero Motor Corp, where they will ride together to sell their range of bikes.
Local kirana stores emerged as the saviours of people confined to their homes during the long months of the lockdown, providing the much needed grocery and other household supplies. These kirana stores also underwent some transformation in the last 6-7 months, most importantly, home delivery of goods, using digital mode of payment, taking orders over Whatsapp and in some case even tying up with food delivery apps or e-commerce platforms.
Sugar-free’ and ‘No added Sugar’ are claims increasingly seen on labels of food products. Do the two kinds of claims mean the same thing? Are they synonymous? If so, what does a ‘low sugar’ product mean? Part 14 of the series of articles on Misleading ads by Advocate Aazmeen Kasad serves to demystify these terms.
For Jaideep Shergill, Founding Partner, Pitchfork Partners Strategic Consulting LLP, the greatest change in public relations has been the evolution from a tactical tool to a strategic one. In conversation with Adgully, Shergill takes us through the functioning of a PR agency in the digital era and getting around the COVID disruption in the industry.
After 60 matches, packed with thrilling on-field action, played over two months between eight teams, Mumbai Indians (@mipaltan) emerged as the winners. The team beat Delhi Capitals (@DelhiCapitals) in the final to win their fifth title. While the table toppers won the title on-field, Chennai Super Kings (@ChennaiIPL) were seemingly on everyone’s minds on Twitter as it was the most Tweeted team during the tournament.
Backed by Twitter, ShareChat is one of India’s leading regional language social networking platforms. In this interaction with Adgully, Satyajit Deb Roy, Director - Sales, ShareChat, speaks about the growth and journey of the platform, advertiser response during the festive season, growing traction of regional languages in social media and more.
While Diwali is a festival that brings families together, this year saw a disruption in festivities, too, because of the pandemic, with many away from their loved ones and not being able to celebrate Diwali together. Picking up on people’s experiences of celebrating festivals and staying connected even when apart this year, Parle Products released a series of short digital films showcasing celebrations in the new normal.
Sony SAB’s strategy of presenting light-hearted and hopeful stories narrated in a refreshing way has paid off for the channel, which replaced Colors to climb up to the third spot on pay platforms in Week 44. In conversation with Adgully, Vaishali Sharma, Head - Marketing & Communications, Sony SAB, sheds more light on the thought behind the ‘Sapno Ka Koi Gender Nahi Hota’ campaign, newly launched show ‘Kaatelal & Sons’, Sony SAB’s content strategy in the new normal and more.
President of Media, Marketing, Publish (TV) and Music Acquisition of T-series, Vinod Bhanushali, has worked with T-Series head honcho Bhushan Kumar for over 26 years. In conversation with Adgully, Vinod Bhanushali speaks about the pandemic effect on the film and content production industry, the growth of OTT platforms, and much more.
Oracle with its latest applications has been a steadfast supporter for its customers and especially in the dire times that they are in. In a candid conversation with Adgully, Rakesh Jaitly, Senior Sales Director, Oracle Applications, speaks about how the company is helping and advising its clients to manage their customer data in different situations with their various customised applications.
The ongoing pandemic has created several challenges for digital publishers as monetisation and technology become extremely important. Following the launch of M360 Suite by Times Internet, Arjun Satya, who co-founded M360 Suite, speaks to Adgully about the company, the tools available for publishers, lockdown strategies and his post forecasts for the post- pandemic scenario.
D’Artist Talent Ventures is a talent management company which promises to change the dynamics of the talent management industry. Darshana Bhalla launched her own venture, D’Artist, with a vision to broaden the horizon of the talent business and build capabilities across entertainment and sporting platforms. She has on-ground experience in Sales, Entrepreneurship, Managing corporate expectations, etc. At the age of 28, Bhalla founded a branded content company called TeamWorks, which associated with films like ‘ChalteChalte’, ‘Main HoonNaa’, and ‘Kyun! Ho Gaya Na’, among others.
Carnival Pictures started its India operations in the year 2015. It has significantly expanded its footprint in other regions. With a view to produce and distribute quality cinemas, Carnival Group proudly made its presence felt in this sphere with Carnival Motion Pictures. This endeavour of the group has led to the announcement of many movies under the banner and is helping them make a stronger presence in movie distribution.
Manforce Condoms from Mankind Pharma, today is one of the largest selling condom brands in India. The brand has been successfully leveraging social media and moment marketing to increase traction and engagement. The association with brand ambassador Sunny Leone has also given the brand the additional edge.
Mobile continues to represent a majority of the time spent online, which has impacted the way consumers watch videos, order food, and make payments. The 2020 landscape has seen major changes, including accelerated trends due to the COVID-19 pandemic, and an increased focus on consumer privacy choices.
In August and September 2020, the Advertising Standards Council of India (ASCI) looked into complaints against 317 advertisements, of these 64 were promptly withdrawn by advertisers on ASCI’s intervention. The Independent Consumer Complaints Council (CCC) of ASCI evaluated the remaining 253, of which complaints against 221 advertisements were upheld. Of these 222 advertisements, 101 belonged to the education sector.