Decoding Media Evolution with Shailesh Kapoor of Ormax Media
Shailesh Kapoor, CEO of Ormax Media, brings two decades of expertise to the Indian media industry. In this interview, he discusses the industry’s evolution, emphasizing the role of audience data and analytics at Ormax Media.
He sheds light on successful marketing strategies and the impact of influencer marketing in India. Discover how his insights and Ormax Media’s innovation collectively shape the industry, offering consumer-centric solutions and steering the future of media.
Having worked in media, TV, and marketing for more than two and a half decades, can you share your insights and your experience over the years?
The Indian media industry was in a fairly nascent stage when I started working in 1999. Over the last 25 years, there has been significant growth, especially with the digital medium coming in over the last decade. This growth has also attracted global players to India, bringing in best practices and processes. Yet, the Indian entertainment industry remains unique, relying equally on its chaotic energy and remaining instinct-led in large parts. One of our biggest challenges at Ormax Media has been to educate the industry about the value of audience data and analytics for more informed business decision-making. This remains a work in progress, especially in the South markets, where entertainment businesses are run in a more traditional way.
Viewership habits have changed amongst the Indian audience over the years. As a seasoned expert who has witnessed the evolution first-hand, can you shed some light on today’s viewership behavior?
Each medium has its unique role in the life of the viewer, and the viewing behavior of that medium reflects that. For example, television is the family medium, allowing families to spend quality time together every night—an essential need even more pronounced in today’s digital age. Despite the decline in appointment viewing, which was once crucial for television, there’s a noticeable shift amidst shorter attention spans. Surprisingly, the decrease in appointment viewing hasn’t resulted in increased channel flipping, as viewers prefer sticking to familiar shows and channels. In this evolving scenario, the Holy Grail of television has shifted from appointment to destination, emphasizing the channel’s significance over specific time slots in the competition for viewership share.
OTT is a medium for solo consumption or with those of the same group (spouse/siblings). Hence, it’s a more personal and intimate medium. Movie-going is an outdoor activity, equally about the social and communal experience as it is about the content itself. With the advent of digital media and the manifold increase in media choices available to the audience, including social media, viewing behavior is highly distracted. Anything that cannot hold the attention of the viewer for a few minutes will be rejected.
Social media and digital media have become increasingly popular, but they have also brought with them the rise of fake news and misinformation. What are your thoughts on this? Has this shift from traditional to digital been the primary cause of declining news credibility? If so, how can we combat it?
A lot of digitally savvy audiences still use print and television to ‘verify’ the news they see on digital/social media. That is the nature of online news: It will be high on immediacy but suspect on credibility. Building a credible news platform digitally requires one to build a strong brand, and this is where legacy brands, ranging from TOI to Jagran to BBC to Aaj Tak, have an advantage. One of the reasons TV news and print medium will continue to stay relevant is the credibility they bring in.
With the diversity of content available on these OTT platforms, people are shifting away from mainstream television. What is your perspective on advertising on these platforms? Would it help brands establish equity with their audience and reach the right audience?
Digital advertising, whether through platforms like YouTube or social media apps such as Instagram or Facebook or through AVOD apps, is on the rise. This is because a significant cohort of the younger, urban audience is consuming digital content more than television. Given that India is such a vast country with varied demographics, socio-economic groups, and geographies, both television and digital advertising will continue to be strong options for advertisers to choose from. The death of TV, as is often predicted, is a Western idea. In the Indian context, both mediums have a strong standing, and advertisers must choose the one (or both) depending on what fits the context, target audience, and messaging of their campaign.
There has been a tidal wave of influencer marketing in India, especially thanks to the popularity of Indian influencers. How do you think brands and advertisers can leverage influencer marketing in India to gain brand recognition?
The choice of the right influencer is important, because influencers may give reach, but don’t always ensure message credibility. Hence, brands must be careful in selecting influencers who are credible and fit the brand, and not just those who have the reach/ followers.
Can you take our readers through some of the methodologies you use to obtain industry insights? What are a few successful marketing strategies you have seen where advertisers took advantage of data insights from Ormax Media?
This is a vast topic, and we deploy a variety of methodologies, primarily in the areas of content testing, tracking media brands and campaigns, forecasting, and analytics. Our website has details of these methodologies for those interested in more information. Our work is primarily for media platforms (film studios, streamers, TV networks) more than advertisers. However, we work extensively with advertisers to help them choose the right media options and the right celebrity endorsers, among other services.
Our tool, Ormax Mpact, helps advertisers evaluate the success of high-impact brand activation, such as a big sponsorship or a roadblock. Our tool, Ormax Celeble, helps brands select the right endorser/influencer that fits the brand profile. We also have various industry reports that help advertisers understand the market size and growth of various sectors to build an outlook toward the sector’s health.
Are there any emerging or concerning trends you see in the future? How are you preparing yourself?
A definite trend that’s emerging is that the lines between different media are getting blurred. Today, Reels on Instagram are competing with long-format content like web series, for example. Yet, each medium and content type has its unique experience, making it relevant to its audience. A lot of our work post-pandemic is about understanding the nuances of media intersection. We do not buy into binary narratives, e.g., TV vs. OTT, OTT vs. theatres. Instead, our effort is to understand media intersection in the right context. For example, media choices of digital vs. TV for IPL will operate in a very different context compared to the audience’s decision to watch a new film in the theatre vs. OTT. With the growth in media options, complexity will only increase, and the right data and analytics, combined with the right context, can help media brands and advertisers make consumer-centric decisions.
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.
MediaRadar Acquires Vivvix, Kantar Group’s North American Advertising Intelligence Unit
MediaRadar, a platform for sales enablement and advertising intelligence, announced the acquisition of Vivvix, the North American Advertising Intelligence Unit of Kantar Group for an undisclosed sum. Vivvix provides competitive ad intelligence through digital and traditional media channels by utilizing artificial intelligence. These consist of social media, streaming services, and mobile apps. With this ground-breaking agreement, MediaRadar will be positioned as the go-to source for advertising data and insights, catering to the needs of media owners, agencies, and brands throughout the whole industry ecosystem.
AI-powered Advertising Intelligence Platforms
Artificial intelligence powers MediaRadar and Vivvix, to track and gather advertising insights across media and channels. AI also powers them for prospecting and sales recommendations. Transparency, trust, and high-quality data are more important than ever as the advertising sector develops and innovates with new formats for both established and emerging platforms. These insights guide decisions in ad sales, brand strategy, and media planning and buying, helping media companies, brands, and agencies navigate increasing fragmentation and complexity.
MediaRadar’s acquisition of Vivvix, the advertising intelligence unit
MediaRadar’s data capabilities are strengthened with the acquisition of Vivvix, along with its complementary channel coverage. This is by adding new categories like local TV, radio, and search along with expanding into Out-of-Home (OOH) advertising and the Canadian market. When MediaRadar is combined into a single platform, it will provide the most extensive near-real-time ad intelligence out there. Decisions about ad sales, brand strategy, and media planning and buying can be based on the data gathered by Vivvix and MediaRadar.
Read More: Microsoft Advertising and Media.Monks Unlock New Opportunities in China
Extensive client database
MediaRadar’s vast database tracks over $200 billion in annual media spend across over 4 million brands. It is relied upon by over 20,000 clients. A media budget of over $250 billion is covered by Vivvix’s advertising intelligence footprint. Brands, agencies, and media sellers rely on these platforms collectively to deliver ad intelligence that is essential to their primary business strategy. After the deal, MediaRadar will have more money and resources to invest in cutting-edge tech and data. It will assist it in developing next-generation solutions that maximize value for its clients. Furthermore, it will solidify its leadership in the analytics space.
Here’s what they said
Todd Krizelman, CEO and co-founder of MediaRadar said,
By combining Vivvix and MediaRadar, we offer a complete view of the entire advertising industry. Together, our unparalleled market intelligence will enable strategic decision-making, allowing media sellers, brands, and agencies to navigate the dynamic advertising landscape with even greater confidence.
Andrew Feigenson, CEO of Vivvix added,
When we launched Vivvix earlier this year, our mission was to become the world’s leading ad intelligence company. In joining forces with MediaRadar, we take a significant step toward that goal. We are incredibly excited to work with Todd and his team to achieve a common vision and deliver a complete view of the market to media companies, marketers, and agencies.
Chris Jansen, Chief Executive, Kantar stated,
Today’s transaction brings Vivvix together with a highly complementary business that goes a long way to delivering on their vision of building the most future-facing advertising intelligence business in North America. We’re excited about the possibilities that emerge from the combined entity and wish the Vivvix and MediaRadar team well on the next phase of their growth journey.
Read More: Yahoo Advertising Launches New Suite of Premium Ad Formats Edge-2-Edge
SRMG, Warner Bros. Discovery Launch Free-to-View Arabic Language Platform
Asharq Discovery, a new free-to-view Arabic language infotainment platform, has been unveiled by SRMG, the largest integrated media group from the MENA region, in collaboration with Warner Bros. Discovery. The platform began operations in Riyadh, Saudi Arabia. Asharq Discovery offers free access to top-notch international material in Arabic. It will feature hundreds of hours of high-quality content from Discovery’s lauded library in addition to hand-selected acquisitions from all over the region. Additionally, it features a compelling selection of creative creations.
The new free-to-view platform in MENA
The development of the new free-to-view platform is a direct response to the growing demand for Arabic-language content as well as shifting viewer tastes. According to a recent SRMG survey, more than 80% of Middle East and North Africa viewers are hungry for more Arabic programming. The site will provide a wide selection of genres while catering to a local audience. Pop science and engineering, crime and mystery, automobiles, travel and adventure, cuisine and cookery, wildlife and nature, lifestyle, and reality will all be covered.
SRMG – Warner Bros. Discovery Partnership
The partnership will produce believable and captivating MENA-related stories. Furthermore, because production will take place there, it will present opportunities for local talent. In order to showcase regional storytelling to a worldwide audience, WBD also has the option of globally distributing co-produced content through Warner Bros. Discovery channels and services. A long-term strategic alliance between SRMG and Warner Bros. Discovery led to the creation of Asharq Discovery. In addition to SRMG’s rights to choose content from Warner Bros. Discovery library, this partnership will feature the co-production of up to 30 hours of content each year with WBD and HBO.
Asharq Discovery
Exclusive programs from the acclaimed Warner Bros. Discovery’s library are featured on Asharq Discovery. Favorite shows from networks including Discovery, Animal Planet, TLC, Investigation Discovery, HGTV, Food Network, and regional favorites Fatafeat are among them. Arabic voiceovers and graphics have been added to the chosen programs in their entirety. Asharq Discovery’s initial schedule features free, never-before-seen Arabic television programs. They are Wheeler Dealers, Through the Wormhole with Morgan Freeman, Gold Rush, and 90 Day Fiancé.
Read More: Meta and Discovery+ Adjust Ad-Free Subscription Plans: Changes Ahead!
SRMG’s partnership portfolio
Bloomberg Media, The Independent Group, and Billboard are just a few of the notable companies that SRMG has a proven track record of working with successfully. Asharq Discovery is the most recent addition to SRMG’s award-winning “Asharq News Network,” which also includes Asharq News, Asharq Business with Bloomberg, and the recently launched Asharq Documentary, which offers incisive and factual documentary programming. These news outlets have been among the fastest-growing in the MENA region for the past three years. Through satellite coverage on Arabsat and Nilesat, the catch-up service Asharq NOW, and Asharq Discovery’s social media platforms, Asharq Discovery is available for free viewing throughout the area.
Here’s what they said
Jomana R. Al-Rashid, CEO of SRMG said,
Asharq Discovery’s launch is a direct response to the growing demand and changing consumption habits. We can see from several studies that there is an increase in the demand for audio and visual content across our region. The new free-to-view platform is the latest example of SRMG’s transformation strategy in action. At SRMG, we are dedicated to enhancing and expanding our media portfolio and elevating the media and entertainment ecosystem in the region. Just this past month, we launched Asharq Documentary, dedicated to uncovering the stories behind the headlines in politics, business and economics, and history. Now, with Asharq Discovery, we continue to redefine the viewing experience with seven distinct genres, each offering a fresh perspective on storytelling. The Asharq Discovery platform is unique as it provides a wide range of exceptional content in Arabic, and for the first time, for free. Our partnership with Warner Bros. Discovery is testament to our ambition to produce and showcase award-winning, authentic content that captivates and inspires audiences both here in our region and across the globe. The launch is just the start; we have extremely ambitious plans for co-production, and I look forward to watching the platform’s growth.
Jamie Cooke, GM CEE, Middle East & Turkey of Warner Bros. Discovery added,
The entertainment industry in the MENA region is an area of major global talent and transformative growth. We have seen immense changes over the last few years, and MENA audiences are eager for fresh and new content. I am excited to start developing Arabic content that can inspire viewers not just in the region but Arabic speaking audiences around the world. Warner Bros. Discovery has the greatest and broadest collection of brands, franchises, and storytelling IP in the world, and we’re excited to provide a new free-to-view channel where we can reach new audiences and bring them our stories through our partnership with SRMG.
Read More: SRMG Ventures Pours $5 Million in MENA’s Anghami Platform
Havas Invests in Uncommon Studios in A Bold Pledge to Creativity
Havas Media, a Paris-based agency network, acquired a majority stake of 51% in UK’s Uncommon Creative Studio. Havas is a relatively small agency compared to the big six agencies with respect to revenue and workforce. Hence, this acquisition is a breakthrough for them. Founded in 2017, Uncommon Creative Studio is the UK’s most award-winning and rapidly growing independent creative agency. They have already garnered the attention of some of the world’s largest and most prominent companies.
Massive news. So proud to welcome one of the best independent creative agency in the world @uncommon_LDN to the Havas family!@donna_murphy @nilsleonard @LucyJameson_ @nattergraeme https://t.co/1NnwElX90R
— Yannick Bolloré (@YannickBollore) July 12, 2023
As part of its commitment to foster creativity, Havas signed this deal to invest in significant brands. The deal also reflects their business methodology and values future potential at £80-120 million considering Uncommon Studio’s growth projections. Uncommon will preserve its brand, vision, and freedom in decision-making across its clients, partners, internal teams, and productive turnout. Management will retain a 49% material stake in the business, maintaining entrepreneurial zest. As a result, it will allow them to expand the brand globally, and share best practices across Havas and its parent company, Vivendi.
Yannick Bolloré, Chairman and CEO, Havas stated,
Uncommon will bring new energy, creativity, and audiences into Havas’ already leading-edge creative network, igniting, inspiring, and supporting every aspect of creativity.
He also added,
Uncommon have created a new space and energy in the industry. They are a once-in-a-decade company and having them join the Havas family is an exciting prospect.
Uncommon previously rejected deals proposed by other agencies. Nils Leonard, one of the three founders of Uncommon said,
This deal is different: it relies on freedom of choice, the ability to break down barriers, and the removal of dependency. We can create the industry we wish we worked in.
International Exposure for Uncommon Creative Studio
The London-based creative agency boasts a high clientele in the UK including ITV and British Airways. The agency has recently received the prestigious Cannes Lions Grand Prix for “A British Original Billboard campaign” designed for British Airways. They have twice been named UK’s Creative Agency of the Year and International Agency of the Year by Ad Age.
Additionally, Uncommon hosts an extensive list of clientele in the U.S. This was attainable because of their diversified and global mentality, reputation for creativity, and distinctive studio style. As a result, the Uncommon-Havas deal will boost the former’s international expansion plans.
Uncommon Creative Studios will also enjoy collaborating with Havas’ strong network and top-notch entertainment brands. They will also be in a position to work with leading companies like Universal Music Group, Gameloft, and Canal+ with this partnership
The Advertising Industry Scenario
Most agencies are scrambling to propose contracts with data and technology-focused companies. The ad industry is determined to leverage artificial intelligence to reduce expenses and increase momentum. Forrester reports that by 2030, ad agencies will automate 7.5% of their jobs.
Amidst all this, Havas has placed importance on the human creativity aspect of the industry. As such, this acquisition comes in as a ray of hope for creative agencies. Uncommon Creative Studios has 169 employees working under them. The company also does not plan to lay off anyone in the near future or because of the deal. Instead, they plan to hire qualified staff for their U.S. office. Uncommon is estimated to be worth £156 million by 2030 with this deal. As a result, this deal would make Uncommon one of the most successful creative agency start-ups in the UK.
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Mastering Digital Marketing: Insights from Kosal Malladi, VP at Madison Loop
Kosal Malladi, the accomplished Vice President of Madison Loop, is renowned for his expertise in digital marketing and media planning. With a rich background in the industry, he has made remarkable contributions, working with diverse clients in sectors like Auto, BFSI, Entertainment, Social, and FMCG. His extensive experience spans both agency and client sides, providing unique insights into data-driven marketing, influencer collaboration, social media management, and the exciting future of the digital marketing landscape.
In this exclusive interview, we explore his vision, leadership, and the exciting journey that led him to the forefront of digital marketing innovation.
Can you provide an overview of your experience and background in the field of digital marketing and media planning?
My interest in digital marketing started during my MBA. Google held a competition where they provided INR 1000 vouchers to each team and tasked them with setting up Google AdWords campaigns. This experience sparked my interest in digital marketing, and I further developed my skills during an internship at ESPNStar, where I implemented what I had learned.
I began my career in Digital Media Planning with Media2Win, where I gained valuable experience and eventually took on leadership roles in managing digital mandates for clients such as Mondelez and Asian Paints, among many others. This field is constantly evolving, and I find it exciting to continually learn and adapt to new trends and strategies.
In your opinion, how has the intersection of data and technology transformed the landscape of digital marketing and media planning? What opportunities and challenges does this convergence present?
The biggest challenge for digital marketing is data, whether it’s too much or too little. Initially, the focus shifted towards tracking leads/sales, neglecting brand building. Short-term gains became more tempting than long-term benefits. However, with increased spending, the demand for accountability has grown. Technology allows us to analyze data and derive actionable solutions from it. Nonetheless, the absence of a universally accepted authority like Broadcast Audience Research Council (BARC) poses a challenge for digital marketing. Until then, disputes will persist. The ultimate solution lies in digital marketing delivering positive business outcomes, which we are witnessing today.
What initially attracted you to lead the digital creative unit ‘Madison Loop’?
Media is only a part of digital marketing; creative aspects are equally important in driving positive business metrics. I have noticed a tendency for media and creative teams to blame each other when campaigns fail. Creative individuals often lack a grasp of numbers, while media professionals may struggle with creativity. Madison Loop was founded to bridge this gap between media and creative, symbolized by its name. At Madison Loop, we strive to complete the business loop and achieve results.
How do you approach social media management to effectively engage audiences and drive brand awareness?
Social media thrives on authenticity, but that doesn’t mean you can’t promote your brand. It’s important to be transparent about your intentions when selling. The key is to create authentic content and tap into the latest trends and fads. If you have to choose between posting high-quality content infrequently or good content regularly, opt for the latter. Consistent posting increases the chances of gaining traction. However, it’s important to note that there’s no guarantee of virality. Focus on regularly sharing good content, and something is likely to gain momentum—whether it’s tomorrow, a week later, or even a month later.
Would you like to share a successful social media campaign you managed on a specific platform like Instagram, LinkedIn, or Twitter, and explain how you tailored the content and engagement to match the platform’s unique characteristics?
For content to gain traction on social media, a hook is essential. Social trends often have a hook step, sound, or movement that captures attention. Dance steps, for instance, can go viral due to a catchy hook step. We have successfully utilized this principle numerous times. A recent example is Vicco’s campaign featuring Alia Bhatt, where she performed a unique action of showing her teeth to the dentist while making the sound “eeeeee.” We capitalized on this hook by collaborating with influencers who created their own versions of the hook. This strategy gained momentum, with millions of others joining in with their own “eeeeeeee.”
How do you effectively identify and collaborate with influencers, considering factors such as authenticity, engagement levels, and suitability for your client’s target audience in influencer marketing?
Today, the beauty of influencer marketing lies in the fact that anyone can become an influencer. This opens opportunities for brands to collaborate with everyday individuals and share their brand stories on a larger scale. However, precautions need to be taken.
At Madison Loop, we have implemented tools that help us identify influencers based on factors such as their location, topics of interest, demographics, and follower base. Additionally, we have an authenticity scoring system that considers factors like follower growth/fall, follower location, and more. These measures enable us to ensure the credibility of the influencers we work with.
Can you share your perspective on the future of digital marketing and media planning? What emerging technologies or trends do you believe will have a significant impact on the industry in the coming years?
In the past, digital planning was done blindly, but we have evolved to utilize available or claimed data for our plans. Over the years, data analysis and automation have played a crucial role in optimizing the process. The future will revolve around AI, driven by data analysis and automation. AI has already made significant strides and will continue to advance.
Some express fear about AI, believing it will replace their jobs. However, I believe it is not AI itself, but rather people who possess the knowledge of how to use AI effectively, who will take away those jobs. Human intervention will always be necessary in this field, although the nature of that intervention will evolve.
Can you share a valuable lesson or piece of advice that you have learned throughout your career in digital marketing and media planning?
Digital is a constantly evolving field. What is effective today may not be tomorrow. It is important to remain open to trying new strategies and approaches. Never assume that you know everything because there is always something new to learn.
How do you manage the pressure and demands that come with leading a digital creative unit, and how do you maintain a healthy work-life balance?
Finding a balance between work and personal life is essential. While work may seem never-ending, it’s crucial to establish a predefined end time for the day. Once you embrace this concept, achieving a balance becomes more natural. Personally, I find that prioritizing my personal time enhances my focus on work, allowing both aspects to thrive separately.
OMD India serves up media mandate win for McDonald’s North & East
OMD India has secured the media mandate for McDonald’s India – North & East (Connaught Plaza Restaurants) after a multi-agency pitch. As part of their role, OMD India will be responsible for developing and executing integrated media planning and buying strategies for the brand’s entire portfolio. The agency has been tasked with generating innovative and forward-thinking end-to-end media solutions for the brand, which will be serviced from their Gurgaon office.
McDonald’s has partnered with OMD India with the objective of prioritizing ROI and unleashing the next phase of growth for the brand. The partnership was secured because of OMD’s broad range of products and capabilities, particularly in the areas of Category Planning, Investment Planning, Audience Understanding, and Channel Planning.
OMD is renowned globally for driving significant business transformation for top brands. They won the McDonald’s account by demonstrating their innovative, data-driven expertise and comprehensive approach to marketing. They presented a strategy that exceeded the brand’s expectations, showcasing their ethos of Better Decisions, Faster.
Rajeev Ranjan, managing director, McDonald’s India – North and East said,
We are delighted to welcome OMD to McDonald’s India (North and East) family. OMD has a strong track record of adding value through right talent, tools and technology. We are looking forward to this partnership and the OMD advantage – delivering the best of consumer attention and seamless integration between awareness and performance through customer-centric differentiated media strategy, effective planning and optimal media investment decisions.
Anisha Iyer, CEO, OMD India said,
McDonald’s is a brand that is close to everyone’s heart and needs no introduction. Our partnership with them is a testament to OMD’s approach rooted in disruption, agility, empathy and the strength of our creativity – that tests boundaries, challenges convention and ignites change. We are focused on leveraging our unique resources to take the McDonald’s brand journey from strength to strength in North and East India and help unlock sustainable growth.
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Wavemaker India Launches D2C Solutions Unit
Group M’s most awarded media agency, Wavemaker India, has recently launched a new Direct-to-Consumer (D2C) practice to assist brands in implementing and navigating successful D2C strategies for growth. Notably, the media agency is already working with established brands such as MTR Foods, Nokia, L’Oréal, and many others.
In addition to launching a new Direct-to-Consumer (D2C) practice, Wavemaker India’s modular approach will enable brands to choose specific solutions they need for optimization. Moreover, the media agency will introduce a separate program that focuses on working with D2C start-ups to scale demand and operations, providing more opportunities for growth and success.
Wavemaker India’s mandate involves providing end-to-end solutions for brands to simplify their Direct-to-Consumer (D2C) channel strategy and deployment. The media agency will assist clients with their technology stack, design customer experiences, set up a growth platform, and manage the entire fulfillment infrastructure to optimize brand performance.
Ajay Gupte, CEO – South Asia, Wavemaker said,
“We are committed to creating solutions which offer unparalleled growth to our brands and partners. We have been investing and building this capability for a few years now. Launching the D2C practice marks the expansion of our digital and E-Commerce offerings and is a step toward providing focused solutions for brands who are to manage their value proposition and value chain.”
Vishal Jacob, Chief Transformation and Digital Officer, Wavemaker India said,
“We have seen a lot of brands wanting to build a direct connection with their consumers. Consumers too are looking for a closer relationship with brands making it important for D2C marketers to adapt and stay relevant in the game. Our D2C practice will help marketers plan better and tailor their offerings to better suit their customers.
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Publicis Groupe Wins Most Of Mondelez’s Global Media Business
Publicis Groupe won a lion’s share of Mondelez’s global media business – the makers of Cadbury and Oreo worth $1.6bn, as per media reports. The remaining business is with WPP and Vayner Media.
Publicis will lead the business in Latin America, Europe, the Middle East, and the North African Peninsula, South Africa, and China. It will also manage Mondelez’s traditional video investment, content, and multicultural marketing in the U.S. and Canada. Publicis Groupe has gained $450 million of media billings across Europe, including the UK and Italy (formerly handled by Carat) as well as France and Germany (formerly handled by Wavemaker). By acquiring major European markets, it is estimated that it has increased the global billings from 30% to 70%
The redistribution of the business took place following a review that concluded this week. VaynerMedia has continued to lead communications planning and digital buying in the US and Canada. WPP has been appointed to lead Mondelez business in Southeast Asia, India, Australia, New Zealand, and Japan.
Mondelez is one of the world’s largest advertisers, spending $1.6 billion on advertising in 2021. Recent years have seen Publicis Groupe slowly expand its share of Mondelez advertising services.
Campaign UK quoted a Mondelez spokesperson as saying,
“To lead the future of snacking, we are continuing to evolve our marketing approach to be more consumer-centric and digitally-enabled than ever before. Since our last media review in 2018, we have re-engineered our agency model across creative and production to deliver meaningful impact to the Mondelez business.
After a careful review, we are proud to announce key media agency partners have been selected to build on this foundation and further accelerate our growth.”
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Dubai To Host Global Metaverse Event, Unveils Its Ambitious Strategy
Dubai will host a global event where local and international leaders will gather to discuss the potential of the new digital space — the metaverse. As announced by Dubai’s Crown Prince, the inaugural Dubai Metaverse Assembly will take place on September 28 and 29 at the Museum of the Future and Emirates Towers.
In line with Dubai Metaverse Strategy, the Museum of the Future will host Dubai Metaverse Assembly in September 2022. The global event gathers over 300 experts and 40 specialized organizations to discuss the unlimited opportunities offered by the metaverse to serve humanity. pic.twitter.com/HWpypHHjqm
— Hamdan bin Mohammed (@HamdanMohammed) July 19, 2022
The Metaverse
Metaverses are digital spaces where users can interact and move virtually using their three-dimensional avatars. Web3 is promoted as a new generation of the World Wide Web, with blockchain, decentralization, openness, and greater utility for users. McKinsey & Company reports the potential of the global metaverse market is to generate $5 trillion in value by 2030.
The Dubai Metaverse Strategy
The announcement comes after unveiling the ambitious “Dubai Metaverse Strategy,” as it looks to create 40,000 virtual jobs and add $4 billion to its economy over the next five years. The crown prince also tweeted to increase the number of blockchain and metaverse companies by five times in the same time span. The “Dubai Metaverse Strategy” aims to put Dubai on the map as one of the “top 10 cities globally in terms of virtual economy.”
We launched the Dubai Metaverse Strategy today, which aims to foster innovation in new technology. Dubai is home to over 1,000 companies operating in the metaverse and blockchain sector, which contributes $500 million to our national economy. pic.twitter.com/J1XRmd2ub3
— Hamdan bin Mohammed (@HamdanMohammed) July 18, 2022
State-run WAM news agency said,
“The strategy emphasizes fostering talent and investing in future capabilities by providing the necessary support in metaverse education aimed at developers, content creators, and users of digital platforms in the metaverse community.”
The city’s biggest companies like Emirates or Damac Group are already stepping into the metaverse. Within the next few months, Thumbay will launch a virtual hospital for virtual consultations. Emirati authorities, governments, and citizens are taking steps to integrate cryptocurrencies and metaverse-related technology into the economy, government, and society of the UAE.
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Charting the future of the metaverse
The Dubai Metaverse Assembly will introduce tangible outcomes, including reports, strategies, and action plans that outline the way forward for maximizing the impact on human life in both the real and virtual worlds. This will be done through innovative workshops and innovation in building the metaverse and its applications. It will also feature real metaverse experiences in key sectors — including tourism, logistics, retail, education, and health care — and an “unprecedented” experience of hosting official meetings in the digital space, said the statement.
The objective is to increase the readiness of the world for implementing and leveraging the metaverse. It will host three main tracks – Educate, Inspire, and Contribute.
– Educate: It will consist of more than 10 in-depth sessions on the metaverse.
– Inspire: This track will showcase use cases of the metaverse in tourism, logistics, retail, education, and healthcare sectors.
– Contribute: It will include workshops for metaverse foresight and use-case reviews.
In the Middle East, the UAE is leading the metaverse movement. There has also been a recent instance of the public being able to meet and interact with Ajman Police in the metaverse, where avatars of officers answer people’s questions.
Sheikh Hamdan tweeted that Dubai is set to “harness this promising digital world to be the fastest city to adopt its applications and embrace its potential”.
The assembly is a global platform for innovators forging the future of the metaverse. Participants will experience the extraordinarily advanced technology. We harness this promising digital world to be the fastest city to adopt its applications and embrace its potential. pic.twitter.com/SbdHrJ6SCW
— Hamdan bin Mohammed (@HamdanMohammed) July 19, 2022
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