Tag: India

India – Assembly, a global omnichannel media agency under The Stagwell Group, has launched its new office in India as a key component of its expansion strategy in South Asia. The office will be spearheaded by Anish Daniel, who has been appointed as client director. 

Assembly’s increased investment in India reflects its commitment to tapping into the country’s growth potential. This expansion underscores Assembly’s goal to drive significant growth for clients by leveraging India’s expanding economic influence.

Richard Brosgill, APAC CEO at Assembly, said, “India has emerged as a key growth engine for the agency, and our early success in the region underscores our capability to lead clients through change and growth in the market. By establishing a dedicated on-ground team, we have firmly positioned ourselves to help brands win in this dynamic market.”

“The new office complements the already fantastic teams we have in our Global Delivery Hub and creates an extension to support our growing talent with new experiences while we also support the ambitions of our clients today,” he added. 

The new office will be led by Anish Daniel, who brings over 20 years of experience in driving digital transformation for brands across the region. Previously, Daniel was general manager at Wavemaker India before joining Assembly.

Under Daniel’s leadership, the new team will manage the agency’s domestic operations in India, handle client engagements with founding clients Lenovo, Fossil, and Estée Lauder, and develop growth strategies tailored to the market.

Speaking about his new role, Daniel commented, “Assembly’s ethos is rooted in the promise of finding the change that fuels growth for our clients and partners, and I’m excited to be working alongside an incredible team to bring this vision to life. Our focus this year would be to drive growth, strengthen our relationships with clients, and deliver exceptional value to the ecosystem.”

“Anish’s extensive strategic experience, deep in-market knowledge, and innovative mindset give us huge confidence in our journey of growth in the market. His true client-centric approach allows him to provide effective and high-impact solutions for clients whilst helping them navigate through the change and growth of their business,” Brosgill added. 

India – Prime Video has teamed up with PivotRoots, a digital agency under Havas Media Network India, to launch an immersive campaign for the latest season of ‘The Rings of Power,’ inviting audiences to experience the magic of Middle-Earth.

For this campaign, PivotRoots has collaborated with MakeMyTrip and Truecaller to craft immersive experiences that seamlessly blend real-world and digital elements through innovations and media integrations.

PivotRoots and Truecaller have launched an innovative post-call experience that presents users with an interactive banner featuring the three main characters of the show after each call. Clicking on these banners activates a transparent, animated cinemagraph of the selected character, filling the screen with immersive Middle-Earth visuals and soundscapes. 

The experience concludes with a smooth in-app trailer cutdown, allowing users to click through to Prime Video’s page to sign up and explore the new season.

Vanita Uppal Rathore, senior director of global ad sales at Truecaller, said, “At Truecaller Ads, we’re driven by a commitment to push boundaries and create innovative ad formats. PivotRoots has consistently inspired us to deliver impactful solutions, and we’re thrilled to have partnered with them once again for this global trailer launch. The result speaks for itself—a visually captivating solution that meets global standards and seamlessly aligns with Prime Video’s creative strategy.”

Meanwhile, PivotRoots’ collaboration with MakeMyTrip aims to transport audiences into the world of ‘The Rings of Power’ by offering travel experiences inspired by the series. When users open the MakeMyTrip app, they are greeted with a banner promoting The Rings of Power Holiday Packages, directing them to a branded hub featuring mystical visuals and five exclusive travel packages. Each package is inspired by the series’ iconic characters and breathtaking settings, giving fans a unique opportunity to experience the magic of Middle-Earth firsthand.

Raj Rishi Singh, chief marketing officer and chief business officer for corporate at MakeMyTrip, said, “We are delighted to bring the magical world of Middle-Earth to life through our cutting-edge ad-tech capabilities. At MakeMyTrip, we pride ourselves on leading the way in travel innovation and curating unique experiences. This initiative seamlessly blends the reel with the real, turning cinematic stories into unforgettable adventures. By offering fans immersive travel inspired by The Rings of Power, we continue to push the boundaries of what’s possible.”

Commenting on the campaign, Jinit Shah, AVP for media & partnerships at PivotRoots—a Havas Company, shared, “Our collaboration with MakeMyTrip and Truecaller for the launch of The Rings of Power allowed us to blend the magic of storytelling with innovative digital engagement, offering fans a seamless journey from screen to reality. We’re thrilled to have played a role in bringing Middle-Earth closer to the audience.”

India – Creative agency Virtue Worldwide, powered by VICE Media Group, has unveiled the 2024 Virtue Guide to Culture, an in-depth report on Gen Z culture and behaviours. The guide is based on research conducted across Asia Pacific markets, analysing various cultural codes that influence Gen Z in Asia. 

According to the report, the demographic embeds absurdity and chaos into their unique self-expression. Using unconventional norms in art, fashion, technology, and culture, Gen Z showcases eccentricity and authenticity. In Asian countries that are considered to be traditionally conformist, including India, embracing the absurd is a new norm. This is reflected in the popularity of homemade, lo-fi, and slapstick social media content. 

The guide also shows more substantial fan authority among Gen Z, which gives them a sense of belongingness and collective identity. It has resulted in a shift in power from media celebrities to the fans themselves, where the fans have the authority to shape the success or downfall of public figures.

Meanwhile, the rise of empathic technology is also apparent. Technological advancements have become more influential in social interaction between young people. 

Another emerging cultural code is feminism’s soft revolution, which comprises new ways of assertion and protest. This includes fun and leisurely ways to embody the feminist movement. 

“For brands to have conversations with audiences that matter to them, it is critical for them to seat themselves in culture codes relevant to those audience groups. The Virtue Guide To Culture unlocks such codes that can enable communications that can be both short term, specific and dynamic, as well as long-standing and consistent,” Saumya Baijal, Virtue Worldwide Strategy Lead in India, said. 

The guide aims to provide brands and marketers with valuable insights to help them engage with the Gen Z demographic. 

India – French sporting goods retailer Decathlon has recently stated that it will invest US$111m in India over the next five years as it aims to expand its store count and manufacturing in what is one of its key markets.

Decathlon India CEO Sankar Chatterjee recently stated that the sporting brand is expecting to double its business in the country in the next three to five years.

Earlier this year, Decathlon said India is a priority market and expects it to be among its top five markets globally within five years.

The retailer, which first entered India in 2009, currently sells a host of sports accessories ranging from footballs and yoga mats to bicycles and exercise equipment, cashing in on the growing interest, opens new tab in fitness and an active lifestyle.

It is also worth mentioning that the company makes cricket bats, most of its hockey gear as well as other products in India. Currently, 68% of its India sales are locally-made products and the company aims to boost this figure to 85% by 2026.

More recently, Decathlon’s sales in India jumped 37% to US$471m in the year ended March 2023, outpacing the 1.14% sales rise at the group level.

India – Reliance General Insurance has partnered with creative agency SoCheers to launch a heartwarming campaign film that celebrates the unique bond between siblings, just in time for Raksha Bandhan.

Titled #BachaateRaho, the film captures the heartfelt, everyday moments that define the essence of sibling bonds. It portrays the promise of mutual care and support as siblings stand by each other through life’s challenges.

The film begins with a father and daughter deeply engaged in a cricket match. Suddenly, the younger brother rushes in, visibly distressed, seeking his sister’s help. In a relatable, everyday moment, the sister steps in to calm him down and reassures her father, suggesting that they start preparing to turn the young boy into a future cricket star.

Conceptualised and executed by SoCheers, the film beautifully captures the unbreakable bond of siblings, emphasising that relationships matter more than any circumstance. As the brother’s damaged car is seamlessly protected by Reliance General Insurance, the film subtly showcases the company’s reliable services, like instant video claim assistance and door-to-door pick-up and drop-off. 

Reliance General Insurance’s campaign aims to convey that, much like siblings who support each other, the company also provides unwavering convenience and care at every step.

The campaign film will be showcased across digital and social media platforms.

Prabhdeep Batra, chief distribution officer at Reliance General Insurance, commented, “With #BachaateRaho, we aimed to strengthen the emotional bond with our audience by associating Reliance General Insurance with the dependable and caring nature of sibling relationships. Just as siblings always have each other’s back, we are committed to being there for our customers during life’s health emergencies, reinforcing our promise to protect and support them every step of the way.”

Jitendra Hirawat, director of SoCheers Films, also said, “When we talk about Raksha Bandhan, we immediately resonate with our sibling bonds and the playful banter. We crafted a heart-warming ad film that captures a relatable sibling moment, mirroring the familiar bond we share with them. By subtly integrating Reliance General Insurance’s services, we draw a parallel between these small acts of care and the brand’s commitment to supporting its customers throughout life challenges.”

India – dentsu has announced the launch of its business transformation practice, Dentsu BX, in India to continue its rapid evolution as a ‘Marketing X Technology X Consulting’ company. Narayan Devanathan will lead the new practice, adding to his existing role as president and chief strategy officer for South Asia. 

He will continue to report to Harsha Razdan, CEO for South Asia at dentsu, while also reporting to Chris Bower, managing director of business transformation consulting for APAC at dentsu, and Yuichi Toyoda, global practice president for Business Transformation (BX).

In his expanded mandate, Narayan will collaborate with businesses to co-create transformation strategies that accelerate sustainable business growth. He will aim to deliver transformative solutions that drive substantial value for clients, businesses, and society. 

Working with a group of agile client transformation specialists internally and specialised strategic alliances externally, Dentsu BX will create innovative strategies for businesses to explore new categories, revolutionise their operations, and stay ahead of the times, true to dentsu’s promise of ‘Innovating to Impact’.

Speaking about the new practice, Narayan said, “I am excited to lead the Dentsu BX practice in India. We have already launched the practice in stealth mode and engaged with multiple businesses on various projects. Clients already get ‘efficiencies and best practices’ with your garden-variety consulting firms and that’s not what Dentsu BX is about. Our goal is to create Next Practices for them via distinctive solutions built on three cornerstones: creativity, our ability to move people and activate and execute outcomes that benefit customers, society, and business.”

He added, “Our solutions span growth hacking, sustainability acceleration, innovation, and incubation – in short, all the ingredients businesses need to create a better, more sustainable future for themselves, their customers, and society. That’s the essence not just of Dentsu BX but of dentsu itself, and we will harness all the extraordinary talent and expertise of dentsu South Asia to deliver it.”

Meanwhile, Harsha commented, “Dentsu’s relentless commitment is on delivering exceptional client- outcomes. As we have evolved to become more client-centric across all practices, the expansion of Dentsu BX into India represents a natural progression. I am confident that Narayan is the perfect leader for this initiative. His extensive expertise and proven track record make him ideally suited to lead this strategic and industry-leading offering.”

He added, “In addition to his existing remit, Narayan will harness our key expertise to craft innovative and transformative solutions that drive significant business impact for brands. With his elite ‘special ops’ team for Dentsu BX, Narayan will leverage the full strength of dentsu to deliver innovative, outcome-driven solutions for our clients.”

India – As part of their ongoing platform for equal parenting, Britannia Milk Bikis has joined forces with Talented for their latest campaign, which empowers dads to use AI to generate heartfelt Tamil stories for children.

Conceptualised by Talented and brought to life by Web Dimension, ‘Adengappa Kadhaigal’ (loosely translated as “Wow! Stories”) is a GenAI-powered storytelling resource designed to help dads become better storytellers for their children. 

The campaign is inspired by the idea that “everything around you can tell a story,” and this unique platform utilises everyday household objects to enhance storytime experiences. By scanning any Britannia Milk Bikis pack, parents can generate stories in both English and Tamil. Each story includes prompts on how to use the scanned object as a prop to engage children in storytelling.

The campaign features a short film that showcases the new storytelling resource platform. It offers a fresh perspective on storytelling and redefines the role of dads as active caretakers.

Speaking on the initiative, Amit Doshi, CMO of Britannia Industries, said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.” 

Meanwhile, Samyu Murali, creative, and Balaji Padmanabhan, brand strategy at Talented, shared, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms—where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.” 

Britannia Milk Bikis has long maintained a strong connection with Tamil Nadu. Campaigns such as “Britannia Milk Bikis Anaivarukkum,” which celebrates the region’s rich linguistic diversity and pride, and the “Britannia Milk Bikis Flashback Pack,” which honours the affectionate nicknames used in Tamil households, underscore this regional commitment.

Last year, the company also introduced its #GrowthNeedsBoth campaign, featuring Prithi Ashwin and her husband R. Ashwin, along with their two daughters. This campaign highlights the significance of collaborative parenting in fostering the holistic growth and development of a child.

India – DBS Bank India and television channel CNBC-TV18 have teamed up to launch the ‘India-Singapore Connect’ initiative, now in its 30th Year in India. This media initiative will celebrate and deepen bilateral relations between India and Singapore, and will bring together stakeholders from diverse sectors in both countries to identify synergies and create opportunities for charting a mutually beneficial way forward.

Since opening its first office in Mumbai in 1994, DBS Bank has now been present in India for 30 years. The bank’s partnership with CNBC-TV18 to launch the ‘India Singapore Connect’ is also a celebration of this milestone, by further deepening the dialogue and the exchange of ideas and best practices. 

This effort will spread over the rest of the year and will also leverage DBS Bank’s established linkages in both Singapore and India to include perspectives from government leaders, CEOs, entrepreneurs, economists and opinion leaders that will help contextualise key themes that are relevant to this corridor, covering regional trade, investment flows, innovation, emerging technology, sustainable development and cross cultural interests.

This milestone program will kickstart with a curtain raiser episode featuring an interview with Piyush Gupta, CEO and Director, DBS Group, led by Shereen Bhan, Managing Editor, CNBC-TV18, focusing on how the paradigm of the India-Singapore corridor has evolved and how its strengths can serve as a blueprint for developing successful economic and people-to-people relationships between the nations. It will conclude with an exclusive event – the ‘India-Singapore Connect Summit’ to be hosted in Mumbai, which will see thought leaders and dignitaries from across the region share insights and actionable pathways for inclusive growth.

Surojit Shome, managing director and CEO at DBS Bank India said, “As we celebrate three decades of growth in the country, DBS Bank reaffirms its commitment to India and to continuing to deliver value to customers as a trusted partner over many more decades to come.”

He added, “We envision the ‘India-Singapore Connect’ to be both a celebration of strong bilateral ties, while also looking ahead to further deepen existing relationships and forging new ones through meaningful interchange between both countries. As the largest bank in Southeast Asia, it is a privilege for DBS to be able to catalyse greater collaboration between India and Singapore.”

Meanwhile, Shereen Bhan, managing editor at CNBC-TV18, commented, “As India’s premier business news platform, we at CNBC-TV18 are passionate about curating meaningful conversations and focusing on issues that matter. We are proud to partner with DBS Bank India on the ‘India-Singapore Connect’ campaign that touches upon many transformational trends, as seen through the eyes of corporate and cultural leaders in two of Asia’s fastest-growing economies. It presents us with an invaluable opportunity to combine forces with DBS Bank to help develop an important bilateral relationship.”

India – IPG Mediabrands, the media holding company within the Interpublic Group, has unveiled its new global Centre of Excellence in Pune, India, aiming to drive advanced media activation and foster next-generation growth.

Located at the International Tech Park in Kharadi, Pune, the new office will act as a crucial hub for media activation, product development, and engineering, serving over 500 clients worldwide across various industries. It is expected to more than double the headcount over the next two years. 

The new 62,000-square-foot state-of-the-art office features an array of modern amenities, including a rooftop sports area with basketball and tennis facilities, a gym, and a walking track. Additional perks include a crèche for employees’ children, a 24-hour canteen, flexible workspaces designed for collaboration, and dedicated company transportation.

Ankita Agarwal, executive head of global operations at KINESSO, said, “We are thrilled to expand our presence into Pune and create a world-class workplace for our talented team. This office will be instrumental in implementing the highest standards of media activation, enhancing operational efficiency, and delivering exceptional value to our clients.” 

Jarrod Martin, global CEO of KINESSO and Acxiom, added, “We have built a network of global capability centres providing essential services, and India is our single biggest hub market, servicing other countries around the world. By centralising all these capabilities in one location, the Pune GCC will enable us to implement the highest standards of media activation across all campaigns and brands, facilitate shared learnings, and enhance product development. India is a world-leading source of advanced talent, and IPG Mediabrands is committed to tapping into this expertise to elevate our product and service delivery to clients.” 

Meanwhile, Shashi Sinha, CEO of IPG Mediabrands India, commented, “The launch of the IPG Mediabrands Pune GCC is a significant milestone in our growth journey, expanding our existing footprint, which already includes offices across Mumbai, Bangalore, Delhi, Chennai, Kochi, and Kolkata. In the last 12 months, we have doubled in size, and with continued growth trajectory, we anticipate India becoming the second largest IPG Mediabrands market by employee headcount over the next two years. This not only underscores our continued commitment to investing in India but also highlights our strategic focus on leveraging advanced talent to drive media innovation.” 

The IPG Mediabrands Pune office is now officially operational and will provide services across diverse areas such as biddable media, analytics, and media operations, with a strong focus on innovation and execution.

India – Global independent technology company PubMatic has announced its association with Disney+ Hotstar to transform the advertising landscape for digital advertising in India. 

Disney+ Hotstar, India’s streaming platform offering a wide range of content across Indian and international titles, has selected PubMatic to enable programmatic monetization of content across multiple buying channels, including audience-based and 1:1 private marketplace (PMP) and programmatic guaranteed campaigns. 

PubMatic’s sell-side technology allows publishers to connect with a broad set of global buyers while allowing them to maintain control over their user experience and maximize revenue yield. 

Jason Barnes, chief revenue officer for APAC at PubMatic, said “We are thrilled to collaborate with Disney+ Hotstar. With a rich and diverse catalog of premium on-demand content, Disney+ Hotstar offers premium video advertising at scale for advertisers. By leveraging PubMatic’s sell-side technology platform, advertisers across India and globally can now reach vast and highly engaged audiences.” 

Meanwhile, Dhruv Dhawan, head of ads at Disney+ Hotstar, commented, “Collaborating with PubMatic aligns with our goal to provide a premium viewing experience for our users, while delivering measurable results for our advertisers. Utilising sell-side technology like PubMatic offers the advantage of not limiting access to one set of buyers. This approach makes Disney+ Hotstar’s highly engaged audiences available to a broad spectrum of advertisers, and ensures advertising is relevant and engaging for our users.”