In Conversation with Mindshare’s Amit Lall: Mastering Digital Dynamics
Amit Lall, Principal Partner at Mindshare, brings two decades of expertise in telecom, technology, and digital planning. He oversees digital strategies for diverse sectors, prioritizing consumer-centric solutions powered by data.
In this exclusive interview, his insights will unveil the evolving media landscape, technological adaptations, and future trends, offering readers a glimpse into transformative digital initiatives propelling clients to sustainable success.
As an accomplished expert with over two decades of experience in this industry, can you walk us through your background and your experience working as the Principal Partner / Digital Lead – Client Leadership at Mindshare?
Mobile and technology have been my lifelong passions. I embarked on my professional journey with the telecom industry, initially in sales and later transitioning into product management, eventually finding my way into the realm of digital planning. This path has been characterised by a multitude of highs and lows, each contributing to my growth. Presently, I serve as a Principal Partner at Mindshare, where I oversee digital for West 1 cluster. The continually evolving digital landscape, coupled with the increasing influence of cutting-edge technologies like AI and ML, ensures that my work remains both exhilarating and challenging.
A wide range of clients come under your wing, from Fintech to Telecom to Fashion. How do ensure that the strategies employed for these sectors resonate with the specific audiences? Are there different digital strategies for each of them and if so, how do they differ from each other?
In the ever-evolving realm of brand management, a one-size-fits-all solution is elusive. Crafting effective strategies relies on a meticulous understanding of the specific objectives tied to the media task at hand. Our approach is tailored to align with the unique goals each brand aspires to achieve. Throughout the formulation process, we prioritize understanding the brand’s position in the consumer funnel. Whether the brand is emerging, established, or grappling with low consumer consideration, recognizing the brand’s needs is vital. We require absolute clarity on these points before delving into the realm of solutioning.
Furthermore, comprehensive details on the brand, its category, and its competitive landscape are indispensable. The better we know your brand, the more refined our solutioning becomes. These insights play a pivotal role in shaping communication and deployment strategies. Our solutioning is focused on an an audience-first approach, supported by robust data, powerful insights, and compelling content. By addressing these critical questions and staying committed to an audience-centric approach, we ensure that our solutions are not just effective but also resonate with the core essence of the brand.
In the context of cutting-edge technologies such as Generative AI, Metaverse, and 5G, how have you prepared yourself to embrace them? How have they disrupted the advertising industry?
To be transparent, navigating the multitude of changes in the tech space, whether in Generative AI, the Metaverse, Blockchain, or Web 3.0, can indeed be challenging. However, working in the digital industry provides a unique advantage, offering exposure to numerous startups and tech enthusiasts. This exposure allows firsthand experiences with technologies and helps understand their true potential, which can be leveraged for user experience, engagement, and performance enhancement.
At Mindshare, we’ve always championed the ethos of leveraging technology and staying at the forefront for our clients. These cutting-edge technologies are seamlessly integrated into our tactical deployment strategies, contributing significantly to our client’s success by delighting their consumers. A testament to this commitment is our pioneering adoption of the Metaverse for clients in the auto and beverages categories. Additionally, we boast numerous success stories stemming from the strategic deployment of AI/ML tools, resulting in superior media outcomes that have played a pivotal role in driving growth for our clients.
Your 20 years of experience in this industry must have given you a unique perspective on the changes and evolution of this industry. Do you see any emerging trends? What preparations do you have in place to face them?
Over the past two decades, we’ve witnessed a remarkable transformation in the media landscape. What was once at the periphery of media choices is now inching towards dominating it. The sheer scale and technological advancements in the digital realm have not only propelled its growth but also led to a significant reshaping of budget allocations. Digital media is not only growing but also taking money away traditionally allocated to TV through connected TV, OOH through DOOH, and radio through streaming music apps.
With continuous push and support from the government, digital penetration is at an all-time high. This has translated into massive adoption of smartphones, complemented by cheap data plans to drive usage and high-speed connections across 4G and 5G networks for a superior experience. As these factors converge, we foresee our future trends being dominated by big query data, driven by the prowess of Generative AI and ML.
AI and ML are not only about automation and predictive analysis but also about multiple messaging or personalization at scale. The adoption of Connected TV (CTV) is poised to outpace growth projections at an accelerated pace. Furthermore, we anticipate that full-funnel deployment will become the new norm, as advertisers seek comprehensive strategies covering every stage of the consumer journey. Lastly, I believe retail media will continue its dominance, reflecting the evolving dynamics of consumer behavior and preferences.
Consumer viewership habits have also evolved over the period of time. What metrics and goals do you look to accomplish for CTV vs Mobile advertising? Can you throw some light on the CTV advertising landscape in India?
India’s CTV ecosystem is experiencing unprecedented growth, reaching 33 million households in July 2023, a substantial increase from the 11-12 million recorded in January 2022. Projections from the GroupM Finecast report suggest a trajectory toward 50-60 million households by the end of 2025. This surge is primarily fueled by the preferences of new-age consumers who prioritize on-demand content over scheduled programming, resulting in a significant shift from traditional viewership. The convenience of accessing content anytime, anywhere has prompted a surge in viewers cutting the cord and embracing CTV. For advertisers, the appeal lies in the larger screen and premium ad environment, translating to a more impactful reach, with key metrics centered around impressions, viewability, and overall reach.
Digital marketing is a rapidly evolving landscape in which, Programmatic digital out-of-home (pDOOH) seems to be the new trailblazer marketing strategy everyone wants to undertake. What are your thoughts on this?
Digital OOH has changed the role of the OOH medium. From just being a ‘reminder’ medium, DOOH has also made it a medium to enhance imagery. The OOH industry has historically grappled with challenges related to transparency and measurement. However, with the emergence of pDOOH, both of these concerns are being addressed. Unlike the static-only medium, pDOOH provides a plethora of options, allowing you to play with formats such as video, staticads, and GIFs, enabling sharper targeting, and in some cases, even retargeting your consumers. These possibilities make this medium more effective.
Have you ever run a marketing campaign that presented an unexpected challenge or outcome? How did you implement the lessons learned?
All campaigns are unique and designed with business objectives in mind. Based on the objectives, our solution isalways consumer-centric, powered by data. To drive engagement, we use dynamic creatives at scale, keeping the consumer’s journey in mind.
Any words of advice you would like to share with the young professionals about navigating through the ever-evolving marketing landscape?
My advice to young professionals is to stay curious and keep upskilling to adapt and stay relevant in the ever-changing media landscape.
Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising.
In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view.
With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X?
Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI, Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts. The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.
Has your experience in the other fields influenced your strategy-making decisions in your current role?
In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively.
How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives?
I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics, considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising.
What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings?
The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility. Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem.
What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful?
We have executed several good and successful campaigns over the years, and one notable example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.
How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape?
It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions.
Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective?
It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include:
CCS: Capturing demographics, psychographics, brand behavior, and touchpoints.
CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints.
Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm.
Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums.
Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling.
Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives.
What advice would you give to the upcoming young professionals who are seeking to enter the advertising field?
Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.
Ameer Ismail’s Decades-Long PR Odyssey: Navigating a Dynamic Landscape
In the whirlwind world of PR, Ameer Ismail, President, Lintas Live, MullenLowe Lintas Group is the maestro orchestrating a symphony of success. Leading Lintas Live with visionary finesse, he’s transformed the game, turning campaigns into global resonances. Clients like Etihad and Starbucks are a testament to his strategic brilliance. Awards adorn his journey—CMO Asia, Reputation Today’s magazine’s list of top 10 PR leaders. Beyond boardrooms, he mentors and shapes the industry’s future. In the dynamic dance of communications, he’s not just rewriting the playbook; he’s setting the stage ablaze.
It was a pleasure to talk to him. Straight-forward, candid, and fair evaluations of the industry and business and great insights into the world of PR.
Your career trajectory within the group is quite dynamic. What principles have guided your career decisions and how has your leadership style evolved from Chief Growth Officer to President?
Firstly, a warm welcome to Lintas. I’m delighted to meet you. It’s been 27 years in the company and I’m not sure if it’s considered dynamic in this age of quick changes, but it’s certainly rare. Commitment, professionalism, and embracing core values—staying true to my profession and dedicated to the world of brands. These principles have been my anchor, keeping me in good stead throughout the journey.
I started as Associate Vice President when I joined the company in 1996, making me the youngest AVP in the company’s history. So, I’ve always held a senior role since day one, and there have been multiple other roles along the way. It’s been quite a trajectory!
Absolutely! What’s been the driving force behind your enduring commitment to this company over the years?
Lintas is an esteemed institution and continues to be one of the leading advertising and communications businesses. The roots of Lintas trace back over 75 years when it started as an advertising division of Unilever. The decision to diversify our offering stemmed from having a blue-chip client base primarily in advertising. Our management team led by former MD (and my boss at that time) Prem Mehta, envisioned offering clients newer and diversified services like PR. This strategic shift aimed to evolve the group’s offering and empower clients to build integrated campaigns. The PR brand (LINOpinion) came into the picture slightly before my time, around 1994. Back then, the PR landscape was small, both in terms of size and industry presence. Fast forward to today, and the scale of PR has grown tremendously, not just globally but also become significant in India.
You’ve pointed out PR has become quite huge now—could you share more, especially considering its substantial growth over the years?
To share perspective on this, globally, the largest PR agency generates over a billion dollars in revenue which is impressive, to say the least.
There are five major holding companies globally: Omnicom, Dentsu, WPP, Publicis, and IPG—we belong to IPG. These giants have multiple PR and advertising brands in markets all over the globe. The largest PR firm in IPG Weber Shandwick alone is also close to a billion dollars in revenue, surpassing some large global advertising networks. In essence, PR constitutes nearly 10 to 15% of the total advertising revenue globally. And it’s growing faster than advertising.
In your opinion, how has PR evolved over the years?
As things grow and evolve, they gain more significance in both business and visibility. Today, PR commands more respect than when I first started. I got into the business at an early stage as saw a chance for success and career growth then, and I still believe in the potential of PR. Now the game is specialist focus in PR with healthcare and pharma and technology focussed PR agencies that still have so much potential to grow.
Unlike advertising, PR campaigns don’t require large budgets and can create significant impact and there is the possibility of doing multi-market work or work for global brands while being based in India. For example, we manage clients in the Middle East, representing brands like Five Hospitality and Etihad Airways in the UAE. My vision for Lintas Live is to grow this space and create impactful global PR campaigns. We’ve taken many steps in this area and a few years ago we won a large global business – the Lagos Free Zone, in Nigeria. These are just a few examples of global brands and work.
How do you see the distinction between PR for Indian brands and that for international brands?
Our creative capability, execution skills, and teams are best in class. We excel in producing global work from India, backed by world-class talent, and are known for generating brilliant ideas that are effective for our clients. I have also had the privilege of working with Golin, a top-ten global PR agency, and was a part of the global management team where I experienced the best of global standards in PR. The challenge in India is in the difference between intuition and insight. In evolved markets clients rely on data and research that gives you clear and sharp insights, while in India as clients are hesitant to invest in research and data driven insights. New-age PR campaigns even utilize behavioural science and AI and its predictive capabilities. It’s a constantly evolving and exciting landscape.
Is the growth of PR in brands now comparable to marketing and advertising, with similar budget allocations, or does it still vary?
No, it’s not similar budgets for PR, but it is improving as clients see more value. We focus on a certain value of business that allows us to deploy the best resources and refuse business below a certain level.
AI is gaining prominence. How do you envision AI technology transforming the field of PR and brand communications in the near future?
I expect AI to transform our business significantly and it starts with the incredible ability to research back data and then the capabilities to generate content so fast. However, I don’t believe that it can replace human intervention like creative ideation and can never replace depth of insight and ideas ingrained in our years of experience. Considering the prevalence of CGI ads, some clients opt for quick, budget-friendly solutions, but AI can never replace the human touch so even if one uses AI generated content, we make sure it is aligned to the brand DNA by oversight from our creative team.
Can you share some examples of innovative PR campaigns or strategies that you have been involved in and their impact?
As an extension of its marquee campaign, H for Handwashing, Lifebuoy used the power of play this year and co-created ‘H for Handwashing Games’ with Imagimake to encourage children to adopt good hygiene practice. To help Lifebuoy take its social mission to the masses, we strategically leveraged owned, earned, and paid media to deliver the right message to the right audience. We drove thought leadership with HUL leadership, initiated regional media outreach, tapped into the social media platforms of media giants like The Times of India, Hindustan Times and Mad Over Marketing, and leveraged owned channels.
With this, we were successful in educating parents and caregivers across India about the importance of healthy hand hygiene and made them aware about how kids can learn about these essential hygiene habits through play. We also used different types of content including visual images, articles, and reels to further cater to the consumer’s content consumption preferences.
The campaign received significant traction among the traditional and new-age media platforms with media articles garnering a potential reach of over 150 million and reels garnering over 1.8 million views in less than a week.
Managing a global portfolio of clients requires a nuanced understanding of different markets. How do you tailor PR strategies to suit diverse cultural and regional contexts, especially in the case of international clients?
Traveling was the first thing I did when I was young, I took every opportunity to do this. I’m a big believer in exploring cultures as a best form of learning, and I push my team to do the same. Recently, a team member got the chance to visit Melbourne, courtesy of our long-standing client, Visit Victoria. Another colleague went on a media FAM to Singapore visit with one of our clients based there. These experiences give you a whole new outlook on life and culture, which is vital for understanding a global audience. You can’t get this knowledge solely from YouTube or Instagram reels.
Being recognized as one of the leading personalities in the PR industry comes with expectations. How do you stay ahead of the curve in terms of industry knowledge and innovation, and how do you encourage a culture of continuous learning within your team?
I recognize my strengths and long experience that have bought recognition, but I stay humble about my position in life. Incredibly proud of my achievements and am still enjoying my journey. I don’t measure success by others’ yardstick, there is always someone who seems to appear better, more successful. I believe you should be happy, positive, and committed to your own path in life.
Continuous learning is crucial—I listen/learn from colleagues every day and am involved with industry leaders, agency heads and some associations to further the development of the industry. Currently, I am involved with PRCAI to improve the win rate of Indian PR agencies in Cannes. There are learning sessions that aim to upgrade thinking for Cannes-worthy campaigns. I also encourage continuous learning with all teams and our HR team helps with an active learning program that provides training across all levels of the company.
Lastly, for those entering the PR field, what unique piece of advice or encouragement do you have to offer as they embark on their professional journey?
At this age and stage, my advice is simple: stick to your profession. Even if you need a change, stay in the same stream, and connect the dots. Many people get bored easily. I’ve spent 27 years in the same agency, despite offers and numerous opportunities to explore other paths. Even today when I can afford to do nothing, I choose to get up every morning, feel motivated, and come to work because I love what I do. So, my advice is stick with it, and stay committed. Over time, you will achieve success and professional growth.
Roman Olivarez: From Films to Ads, A Creative Journey with MullenLowe TREYNA
Meet Roman Carlo Olivarez, the award-winning Executive Creative Director at MullenLowe TREYNA, Philippines. Formerly rooted in TV and Film production, Roman’s diverse creative journey spans roles as a cinematographer, director, producer, writer, and even a child star. His extensive accolades include Cannes Lions, Spikes Asia, WARC, and more. Beyond advertising, Roman has made his mark in film festivals like Cinemalaya Philippine Independent and Cinema One Originals.
In this exclusive and candid interview, delve into the insights and creative brilliance of this multifaceted industry trailblazer.
Can you tell us about your journey from TV and film production to advertising? What inspired you to make this transition?
Six years into my TV and film production career, I completed my first full-length film with support from Cinema One Originals. A colleague from a freelance project then approached me with an interesting proposition to join an advertising agency. Intrigued by the prospect of creating iconic TV commercials, I decided to seize the opportunity. Thankfully, I’m still in the game, passionately crafting ads and relishing the experience.
Could you share some insights into the award-winning campaigns you’ve worked on and would you highlight your favorite campaign? What were the key factors that contributed to their success?
An award-winning campaign always serves a purpose, whether it’s to evoke emotions, encourage action and participation, or advocate for what is right.
My recent favorite campaign is our collaboration with the Quezon City government on the Right to Care card (RTC). As we are aware, the Philippines is among the last countries globally that does not recognize same-sex unions. This lack of recognition means that long-time partners are denied the right to make medical decisions and provide care for each other. In response, we devised a solution to bridge this legal gap—the RTC card. This pocket-sized special power of attorney serves as proof for LGBTQIA+ couples to be acknowledged as the next-of-kin of the patient in hospitals. The response has been overwhelming, with hundreds of couples now equipped with RTC cards. Other cities are joining forces to bring this initiative to their communities. What stands out to me in the success of this campaign is our ability to find a creative solution, ultimately transforming lives for the better.
Here is one of the news pickups we got for the campaign.
Can you share your thoughts on the current advertising landscape in the Philippines and any trends or opportunities you see for the industry in the near future that you also incorporate in your work?
The rise of Generative AI is a noteworthy trend, and its potential as a substantial opportunity depends on how the industry embraces it. The remarkable possibilities of using data intelligently and creatively are evident in the initial executions. I’m eager to see how generative AI will redefine our constantly evolving industry.
With the rapid evolution of technology, including AI and virtual reality, how do you envision the role of creativity in advertising changing in the coming years?
Virtual reality and AI should be viewed as promising tools that we can utilize to enhance our creativity. Recall the shift from film to digital photography or the transition from literal presentation boards to desktop computers. These innovations propelled creativity forward by simplifying the industry’s focus on the power of the idea and introducing new avenues for delivering ideas in innovative ways.
Given your background in TV and film, do you see any unique storytelling techniques or approaches from those industries that you’ve successfully applied to your advertising work?
Storytelling forms the basis of effective communication. My prior experience played a crucial role in my shift to branded storytelling. Discovering that golden insight that makes you exclaim, “wow, that’s surprisingly true!” is key because exceptional stories always evoke that “aha” moment while maintaining a quietly relatable essence.
What is the most unconventional or out-of-the-box idea you’ve ever pitched to a client, and how did they react? Did it ultimately become a successful campaign?
One of the unconventional approaches we took was using the ghosts of Filipino national heroes to inspire voter registration. When this idea was shared during our brainstorming session, I immediately knew it was the one. (*laughs*)
It stemmed from the insight that registering to vote is actually easy, something one should do for the country. However, despite the simplicity, people still don’t. So, we employed a guilt-tripping approach through our late heroes—the ones who sacrificed their lives for the freedom of the entire nation. The results of the campaign were astounding, even surpassing the KPI for newly registered voters, totaling 5.9 million.
Finally, what is the most exciting or innovative project you’re currently working on at MullenLowe Treyna, and what can we expect from you and your team in the near future?
Exciting developments are underway, and as usual, much of it is under wraps. Haha! So, people can anticipate more projects from us featuring inherently creative solutions. We approach client business challenges with the mindset of “positive dissatisfaction,” which serves as our guiding principle. Here’s hoping it makes a positive impact on the world or simply adds a bit more fun, one campaign at a time.
Saffola’s Impactful 40 under 40: Inspiring Health Choices
In today’s world where we juggle many roles – like being professionals, parents, spouses, or caregivers – it is paramount to take care of our health. But in the rush to chase our dreams, we sideline our health completely. This oversight has given rise to a concerning surge in lifestyle-related ailments such as high cholesterol, hypertension, and diabetes, even among India’s younger population. The early onset of such health challenges, which is 60 ki bimaariyan 40 mein, if left unchecked for a long time, will have a drastic socio-economic impact in the near future.
Over the years, Saffola, a well-known household name, has been committed to promoting a healthy lifestyle. This commitment to encourage young India to eat right and live healthily is exemplified by the Saffola 40 under 40 campaign in partnership with The Times of India. The 8-week-long Saffola 40 under 40 movement featured a dynamic group of young achievers and influencers under 40 from varied professional backgrounds, who actively participated in the comprehensive campaign aimed at promoting a healthier lifestyle. Their health journey began by taking their Saffola Lifestyle Score to assess the impact of their current lifestyle, enlightening the audience about pressing health issues and encouraging them to take #RozKaHealthyStep to improve their lifestyle.
Each week the audience was introduced to a new health challenge. The young achievers encouraged their audience to take this challenge along with them – from controlling portion sizes and reducing sugar intake to getting enough protein and using cooking oil wisely. Additionally, throughout the campaign, Saffola also shared easy and nutritious food ideas to help maintain a heart-healthy lifestyle.
For instance, one of the weekly challenges revolved around the theme of incorporating low-fat protein sources into one’s diet. Young achievers shared many dietary options including Saffola Soya Chunks for those following a vegetarian diet. This multifaceted approach not only engaged the audience but also educated them on the benefits of making informed dietary choices.
The Saffola 40 Under 40 campaign unequivocally demonstrates the brand’s steadfast commitment to promoting healthier living through our daily choices. The campaign aims to highlight how small and consistent changes can greatly improve our overall health and well-being.
The 360-degree campaign was highly successful and amplified across TV, Print, OOH and Digital platforms to bring widespread awareness. Over the course of 8 weeks, the movement helped 25,000+ Indians choose a healthier lifestyle. What truly enhances the campaign’s appeal is, the brand’s annual tradition of pushing the boundaries of innovation during World Heart Day, ensuring that it continues to captivate and inspire its audience year after year.
This World Heart Day, Saffola partnered with Kareena Kapoor Khan to inspire millions more to join this health movement. She serves as a living example of someone who has achieved immense success in her career while also advocating for and maintaining a healthy lifestyle. The brand’s video featuring Kareena has her share a powerful message with India about prioritizing their health.
In her inimitable style, Kareena emphasizes how neglecting one’s health could lead to missing out on key opportunities to enjoy moments of joy that shape life. For instance, not being present to receive an award, missing out on your child’s school performance or being unable to accompany your parents on their special anniversary trip, all leading you to depend on others to stand in for you during life’s important occasions, all because your health is not supporting you. She goes on to emphasize that in the face of ’60 Ki Bimaariyaan 40 mein’, referring to the rising trend of lifestyle diseases among young Indians, people are missing out on special moments of happiness.
What distinguishes this campaign is its skilful association with 40 young achievers and influencers, all of whom are very successful in their respective professions, along with the final association with a prominent figure, followed by millions for added momentum, relatable messaging, a comprehensive and step-wise approach to eating right and healthier living and strategic partnerships for multi-touch points. Overall, all the efforts are aimed at building a sustainable habit change that can benefit consumers’ lives and help them avoid 60 ki bimaaryian 40 mein.
Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Moving Walls, the foremost provider of enterprise software for Out-of-Home (OOH) media, has revealed a strategic partnership with Place Exchange, a prominent supply-side platform (SSP) specializing in programmatic OOH media. This collaboration will grant Moving Walls OOH software users seamless access to Place Exchange’s extensive network of digital Out-of-Home (DOOH) inventory.
Moving Wall’s OOH software
Moving Walls’ OOH planning and purchasing software on the buy-side is widely adopted by brands and partners across key regional marketing hubs such as Singapore, Japan, India, Latin America, and the Middle East. A significant portion of these brands belongs to sectors like enterprise software, travel, tourism, and fintech, and they are actively extending their reach into emerging markets, including the Americas and Europe.
DOOH- an emerging medium
For these brands seeking an effective blend of awareness and performance marketing campaigns, Digital Out-of-Home (DOOH) emerges as the optimal medium. This preference is attributed to its remarkable attributes, including heightened visibility, dynamic and timely content delivery, precision-targeted messaging, and its capacity for data-driven measurement. DOOH enables these brands to engage consumers across multiple touchpoints throughout their daily journeys with unparalleled efficacy.
Place Exchange provides programmatic access to a vast DOOH display network through global OOH media partners, covering various venues and formats. This inventory is now seamlessly integrated into Moving Walls’ buying platform, simplifying campaign planning and measurement for users.
Read More: Vistar Media Enhances DOOH Advertising with Retail Inventory Package
And that’s what they said
Srikanth Ramachandran, Founder and Group CEO of Moving Walls said,
This type of partnership goes a long way to removing the friction of executing truly global DOOH campaigns.Many of our buy side partners are used to running multi-market advertising campaigns and DOOH remains the most impactful way of driving reach in a new market. With Place Exchange, our partners can now extend these campaigns into some of the most advanced DOOH markets.
Ari Buchalter, CEO of Place Exchange said,
We’re thrilled to introduce Place Exchange’s premium inventory to Moving Walls users and give our supply partners the opportunity to engage with more international advertisers. DOOH is a unique medium with sophisticated audience targeting and performance measurement capabilities on par with other digital channels, and we are excited to unlock these capabilities in new markets for global activations.
Read More: Quotient Enhances DOOH Targeting with Brand Safety Capability
Adverty Launches First Programmatic VAST Video in In-Play Ads
Adverty, a pioneering in-game advertising provider known for its programmatic In-Play ad format and multiple patents, is revolutionizing the in-game brand experience. They have introduced a groundbreaking industry first: Programmatic VAST Video for In-Play. Leveraging their history of innovation and skill in delivering non-disruptive ads in gaming, Adverty is setting new standards in the industry. This cutting-edge product is now accessible to game publishers and advertisers.
This innovation, based on the IAB’s Video Ad Serving Template (VAST), is set to transform the way brands engage with gamers. It enables genuine global video advertising within the gaming environment, marking another milestone in Adverty’s industry leadership. The introduction of programmatic VAST video for In-Play establishes Adverty as an industry leader in in-game advertising. It enables brands to connect with gamers in distinctive ways and helps game publishers optimize their revenue, especially in a challenging environment where game engine fees are rising and user acquisition is becoming more difficult and costly due to tracking limitations caused by device privacy changes.
Growth in programmatic video spend
Adverty’s In-Play advertising, invented in 2016 and patented in the US, seamlessly integrates brand messages into the gaming experience. With programmatic video now available via Adverty’s platform, advertisers can engage global audiences in real time with unprecedented ease and effectiveness.
Emarketer forecasts only in the US, programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase. Most US programmatic video ad spend will go to mobile in 2023 and beyond, representing 63.5% of the category’s total spend.
And that’s what the company said
Jonas Söderqvist, CEO at Adverty said,
“We are thrilled to unveil programmatic VAST video for In-Play, marking another significant milestone for Adverty and the advertising industry as a whole. his launch underscores our commitment to innovation and our dedication to providing advertisers with the most effective, immersive, and brand safe solution to engage with the massive global gaming audience.”
He further added,
“Adding programmatic video to our In-Play ad units will be a complete game changer for the industry, and for Adverty, and will enable a new, significant revenue opportunity for us.”
Interesting Read:Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
Amazon Prime Video to Introduce Limited Ads in 2024
Starting next year, Amazon will start incorporating a limited number of advertisements into the content available on its Prime Video streaming service, including movies and television shows. Amazon Prime customers in the UK, as well as in the US, Germany, and Canada, will encounter ads unless they choose to pay for an additional “ad-free” subscription option.
Why is it significant: Rival streaming platforms like Disney+, Netflix and NBCUniversal’s Peacock have introduced ad-supported tiers to boost revenue and attract more subscribers. Amazon, facing layoffs in its advertising division, is now prioritizing investments in original content like shows, concerts, and live sports, aiming to capitalize on premium advertising opportunities.
Amazon said, “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK.”
Read More: Finally Coming! Netflix Reveals Ad Plan Price- Know Everything Here
Details: The company stated that they aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Later in 2024, the ads will be introduced in France, Italy, Spain, Mexico, and Australia, following the introduction in the previously mentioned markets.
-The company said there would be no changes in 2024 to the current price of Prime membership.
-It will roll out the “ad-free” subscription tier for an extra $2.99 (£2.44) per month for Prime subscribers in the United States.
-Amazon will include fewer ads on Prime Video than traditional TV and streaming services, but the exact frequency remains unspecified.
-The company will notify Prime members through email several weeks before introducing ads on Prime Video, along with instructions on how to opt out of them.
-Pricing information for Amazon’s ad-free subscription tier in other countries will be disclosed later.
More opportunities: In April, Amazon expressed confidence in the advertising sector’s potential. The company is not only exploring additional advertising avenues on Prime Video but is also actively developing tools for digital marketers to incorporate AI-generated images and videos into their ad campaigns. While this advancement has the potential to enhance product listings and sales, a specific timeline for its implementation has not been confirmed. Furthermore, ad tiers can prove more profitable as they have the potential to increase revenue per subscriber.
Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
In an exclusive interview, we delve into a conversation with Shashidhar Sharma, the Head of Programmatic Pratice-India at Group M Nexus. With a career spanning over a decade, he is a seasoned veteran in the realm of programmatic advertising. Known for his remarkable achievements in crafting effective strategies, leading diverse global teams, and streamlining operations, he is a distinguished professional in the industry.
Tell us something about your journey and how your career has evolved since its inception?
With over a decade in programmatic, I’ve achieved recognition and awards, using my expertise for a meaningful impact. I transitioned from an IT background to digital marketing during my 8.5-year tenure at Google, refining my Programmatic understanding.
My unwavering curiosity drove me beyond singular channels, enabling me to master the marketing funnel across biddable platforms: Social, Search, and E-Commerce. Strategy became my lodestar, directing me towards leading important conversations, shaping market trends, and fostering innovation. My learning experience in India strengthened my sense of ownership in New Zealand, and the insights I gained in New Zealand infused strategic acumen and innovation into my programmatic journey in India. Navigating various markets, and working with different clients and partners, has been instrumental in honing my skills and greatly contributed to my journey of leading programmatic for the largest set of accounts within India’s GroupM holding group.
How has the shift towards a cookieless world impacted programmatic advertising strategies?
This has been a long-anticipated development, with Google reevaluating its approach, strategy, and implementation multiple times, leading to several revisions in the launch date. Nevertheless, the announcement itself shook the advertising industry. Throughout this process, GroupM remains dedicated to improving advertising for people and advocating for privacy-preserving solutions that support a healthy advertising ecosystem.
We also hold firm in our belief that collecting consumer-level data not directly provided to a brand will become increasingly challenging. Data and AI capabilities have progressed significantly, opening doors to innovative, alternative options. The current reliance on third-party cookies to uphold an open and free ad-supported internet, as well as the complexity of designing a solution that balances privacy and performance, is decreasing from a high/medium level to low. Having said that, we are committed to working closely with our partners at Google to ensure that industry and client perspectives are taken into account as solutions continue to evolve. Separately, we firmly believe that clients should continue to explore and prioritize the evolution of their technology and data strategies in preparation for when these changes ultimately take effect.
What role does artificial intelligence play in optimizing programmatic ad campaigns?
AI is the buzzword now. Everyone is tapping into AI and talking about Machine Learning to go with it. Considering the nature of programmatic, which allows the system’s algorithms to buy media for us based on our set of rules (targeting, budget, pacing, etc.), it makes a lot of sense to discuss AI in our everyday conversations.
At GroupM, we have been using AI and ML in our campaigns since 2021, and we have achieved exceptional results. This includes a case study that was presented at Oxford in the “use cases of AI in Digital Marketing” category. Based on my experience on the topic, I would say that using AI is beneficial, but the key is to know when to deploy it, what to optimize, and how to use the data for learning and insights. Simply using AI for the sake of using it can diminish its impact.
How can data clean rooms help brands navigate the cookieless world? What are the benefits and challenges of implementing them?
Please note that Data Clean Rooms are indeed useful, but they are only one of the tools in our arsenal to ensure advertising remains relevant after the deprecation of third-party cookies. The purpose of Data Clean Rooms is to curate and create “clean” data segments, which are accurate, up-to-date, and genuine. This is achieved by combining not only Advertisers’ first-party data but also cross-referencing it with sourced data.
This approach makes the curated segments very effective. However, it’s essential to understand that your new consumers may not have been logged or had their data captured yet. So, the strategy of using a Data Clean Room is effective but limited in its capacity. The overall strategy should encompass multiple approaches to reach an unknown user base while reinforcing the brand to the known user base. Achieving a broad reach is just as important as achieving definitive conversions, so you should plan for the entire sales funnel.
With extensive experience in the industry, what changes have you observed in the Programmatic buying landscape? How do you stay updated with the rapid developments in digital marketing technologies and practices?
My favourite statement in this context is: Programmatic went from being a ‘Problematic’ medium to a ‘Pragmatic’ medium now.
Programmatic began by dealing with inventory left unsold by publishers. Now, people have started to understand that the value of programmatic lies in its ability to integrate with multiple platforms, providers, and technologies, leading to significant growth in adoption. Although the general understanding is not ideal, it is in much better shape now. With the influence of BAV, Data, Ad Serving tech, measurement tech, and AI/ML entering the picture, the future indeed looks promising. Sustainability, transparency, and privacy are currently buzzwords, and I anticipate more changes on the horizon.
This brings me to the next point – these numerous changes may sometimes leave you feeling unsure of what’s happening. That’s where events, digital publications related to our industry, and conversations with programmatic leaders in our country become essential. I am an avid reader of many sites, including WARC, eMarketer, E4M, Campaign Asia, and AdWeek, among many others. You can also join LinkedIn Groups or subscribe to programmatic channels on Reddit to stay up-to-date.
Programmatic buying is known for its data-driven nature. How do you optimize data-driven insights in your programmatic campaigns, and are there specific tools or practices you rely on for this purpose?
It is never a cheat sheet or one-size-fits-all approach. Data makes decision-making easier, but it can lead astray if the wrong data points are emphasized. Yes, we use tools like ADH and dashboards to curate data and extract insights, especially for identifying optimization opportunities. However, it’s crucial to step back and eliminate inherent data bias. Sometimes, data can provide so many insights that it distracts from the campaign’s actual KPIs. While targeting a core group of users can impact ROI, we must also consider pacing.
Our approach to data involves keeping the campaign’s goals in mind while evaluating leading metrics and KPIs for campaign health. If data indicates that a specific audience segment is performing well, we target it and increase our focus. Still, we also monitor similar groups that may prove equally effective. Additionally, we assess the cost of buying impressions for that group, ensuring cost-effectiveness. Our optimization criteria encompass various elements, including audience availability, day/time, viewability, geography, demography, and contextual factors. The core approach remains adaptable, with insights and overall strategy guiding our optimizations, rather than merely relying on data availability.
Any learnings or advice you would like to share with the young professionals in the industry?
Many newcomers in our Programmatic field often switch roles and platforms. I would like to emphasize that learning a platform is not equivalent to mastering programmatic. It involves understanding how to utilize programmatic data effectively to craft flexible and impactful strategies. Focus on developing such strategies for better learning.
Furthermore, our industry is still relatively young and emerging from the shadow of traditional marketing. It will take time to establish a well-structured and organized approach, and all of you play a pivotal role in shaping this future. Your organizational skills and attention to detail are crucial for its growth and development.
Revolutionizing Philippine Gaming: Adscholars and iion’s Dynamic Partnership
The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion. This collaboration aims to redefine the gaming advertising landscape in the Philippines amidst an industry boom, boasting a gamer population of 43 million, according to Newzoo. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Philippine market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms.
The collaboration between Adscholars and iion arrives at a crucial juncture, as brands seek to reach the gaming audience in the Philippines. This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game, around the game and away from the game advertising encounters. iion’s immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.
Gaming Boom in Philippine Market
Recent reports indicate that the Philippines is among the select group of five nations poised to emerge as a major gaming market within the Asia Pacific region. According to a comprehensive study conducted by Newzoo, a prominent provider of market intelligence within the gaming industry, the Philippines boasts a substantial gamer population of 43 million, with a projected growth rate of 14.3 percent spanning from 2020 to 2023. The growing popularity of online gaming in the country is driven by faster internet availability, more smartphone users, and the thriving eSports industry. The strategic partnership between Adscholars and iion places them at the forefront of innovative game advertising in the Philippines, ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.
Srikanth Rayaprolu, CEO of Adscholars said, “We are thrilled to announce our collaboration with iion, a prominent advertising platform that extends its reach across diverse gaming environments. As the gaming industry continues to flourish in the Philippines market, Ad Scholars, in partnership with iion Gaming, is set to provide brands with an exceptional opportunity to connect with gamers both within the gaming realm and in its periphery. This collaboration promises exciting creative possibilities that will actively engage your brand with this dynamic gaming audience.”
Yun Yip, iion’s Chief Commercial Officer says, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever growing audience, whilst delivering superior marketing outcomes in game advertising. A successful gaming strategy is a now possible, accessible and measurable”