Vietnam – GroupM’s influencer marketing solution INCA has appointed Loan Menuge, senior digital planning and integration manager at Japanese advertising and public relations company Hakuhodo Inc., to lead its expansion in Vietnam.
In his new appointment, Menuge will be responsible for INCA’s overall business growth and customer success. He will also be overseeing a strategic go-to-market plan that fosters deep customer engagement, strengthens partnerships, and builds a powerful network of alliances
Menuge has over eight years of experience in orchestrating and optimising multiple full-fledged projects. His expertise ranges from implementing innovative initiatives for digital transformation, to conceiving omni-channel communication directions for the world’s top brands. During his stint at Hakuhodo, Menuge was tasked with establishing and growing the group’s digital capability from the ground up.
Commenting on his appointment, Menuge said, “I am thrilled to be joining the GroupM family as INCA’s Lead in Vietnam, where I will work closely with brands to maximise the returns on their digital investments. Influencer marketing is exploding in Vietnam, and I’m excited to collaborate with GroupM to implement INCA’s influencer marketing solutions to the country.”
Tomasz Kuisz, GroupM’s chief product officer for Vietnam, commented they are happy to welcome Menuge on board to lead the growth of INCA in Vietnam, and his experience and insights are invaluable in helping Vietnamese brands scale up their digital campaigns through their best in class AI-enabled influencer marketing technology.
“Thanks to experts like Loan we can maximise the potential of our unique technology to guarantee not only effective marketing but also connect brands with relevant, authentic influencers and publishers. I am confident that Loan will be influential in driving INCA Vietnam’s next chapter of growth,” said Kuisz.
Mumbai, India – Indian edtech company LEAD has launched a new digital campaign that celebrates the contribution of teachers towards ensuring that every student achieves their true potential in life. Centred around the insight that teachers across India have to overcome myriad challenges that often go unnoticed, LEAD’s #OnlyTeachersCan campaign highlights the many ways that teachers put their students’ interests ahead of their own, to ensure the best quality education for every child.
Conceptualised and produced by TBWA\India, LEAD’s latest digital film ‘Teacher Hona Asaan Nahi Hota’ is directed by Piplu Khan of Potlibaba Media House.
Anupam Gurani, CMO of LEAD, said, “Each one of us carries what we have been taught in school throughout the rest of our lives. We use what we have learned during our early impressionable years to influence society and shape the future. LEAD’s #OnlyTeachersCan campaign is an ode to the 9.7 million teachers that are nurturing generations of learners across India. While the last two years have been especially difficult for teachers, LEAD has always stood by them and will continue to do so.”
Meanwhile, Namrata Nandan, executive director at TBWA\India, commented, “LEAD as a brand is committed to upgrade standards of education of India. LEAD understands that learning for children at schools is a fulfilling, immersive and result driven experience only with the constant, untiring efforts of the teachers.”
The agency’s managing partner, Parixit Bhattacharya, echoes this and said that being an ally to teachers, LEAD artfully brings to life little moments of truth from the life of teachers across the length and breadth of the country.
“They say teachers have a heart larger than the average human. We wanted to spotlight this truth by capturing the everyday struggles a teacher goes through to put extraordinary care into the lives of their students,” said Bhattacharya.
Piplu Khan, acclaimed director, and the one who headed the film shared his experience with creating the campaign.
“I felt good about connecting the characters and showing how they go about their life every day. My job was to keep my craft balanced; in fact more than craft, it was about the soul, feelings & characters coming alive. I enjoyed making this film for TBWA\India and LEAD, and feel that we succeeded in what we set out to do. A homage to teachers is needed at the moment and we should do everything we can to [contribute] to enhancing the teacher’s lives,” said Khan.
LEAD empowers teachers in affordable private schools across India by providing tools and resources that make teaching simpler and more effective. LEAD’s teacher offerings and services include ready-made teaching and assessment materials, training and upskilling resources, and networking opportunities with peers across India.
In August 2021, LEAD created another film with a spotlight on the challenges faced by school owners during the pandemic. The film underlined the valiant work of school owners who placed the academic future of our children above all else, ensuring uninterrupted learning as far as possible.
Mumbai, India – LEAD, an Indian edtech that has recently reached unicorn status, has launched its newest campaign focused on the visible learning outcomes of children studying in LEAD Powered Schools. In addition, the campaign is also running on activity-based, practical learning methods that depart from old, lecture-based passive modes of teaching and learning that the parents’ generation was accustomed to.
As part of the campaign, two ads are released, which are conceptualised by creative agency TBWA and directed by filmmaker Nitesh Tiwari. These ads will be aired across multiple GEC and regional channels, and will be a part of LEAD’s 360-degree campaign via outdoor, digital and BTL activation.
The first film, ‘Syllabification’ is an endearing story of two fathers bonding over the right way to pronounce big English words by breaking them up into syllables – a trick taught to them by their kids who go to LEAD Powered Schools. Said ad touches on the subject of visible advantages of one of LEAD’s flagship programme, ELGA (English Language and General Awareness), which teaches English as a life-skill rather than a subject.
Meanwhile, the second film, ‘Aloo Se Electricity’ shows a dad who says he would have been a scientist and inventor like his kid, if only he had the opportunity to study in a LEAD Powered School when he was growing up. The ad is built around the innovative ways in which science is taught in a LEAD Powered School via ‘learn by doing’ approach.
For LEAD Chief Marketing Officer Anupam Gurani, through this campaign, they want to help parents find the right LEAD Powered School in their vicinity, thereby bridging student learning gaps and enabling parents to provide world-class education to their child, right in their hometown.
“The pandemic continues to impact all of us, especially those belonging to the lower economic strata. There are plenty of students who have not gone to school in the past 20 months and this has resulted in severe learning gaps. This is where LEAD comes in. We are building India’s largest network of schools that provide International standard of education at an affordable price,” Gurani said.
Speaking about the filmwork process for the ad, filmmaker Nitesh Tiwari said, “It was fantastic to work with LEAD again on their new campaign. The latest films are as relatable as the previous ones for parents who are always trying to get the best education for their children. These films beautifully capture the emotion of how parents want to give more to their child and equally be a part of their learning process. The scripts felt quite personal and I ended up drawing a lot from my life experiences.”
Meanwhile, Govind Pandey, CEO of TBWA\India, commented, “LEAD is leading a movement in India to provide access to a world class education to as many kids as possible regardless of which town or city they are studying. We see many progressive and proud parents joining in and giving their kids the foundation that opens all kinds of possibilities for them in the future. This campaign reflects this and invites more and more parents to join this movement.”
Parixit Bhattacharya, managing partner at TBWA\India, also added, “There is nothing more reassuring for a parent than seeing their child display clear, visible signs of learning. Fortunately, for parents who have enrolled their children at a LEAD powered school, this is an everyday reality. We wanted to dramatize this through the new campaign while keeping true to the insight that seeing their kids learn so well can cause a tinge of jealousy while they are flushed with pride.”
Mumbai, India – Madison Media, the independent media agency in India, has appointed Kumar Siddharath, former director of brand solutions at global media network Omnicom Media Group (OMG), as the new head of Mates, the agency’s entertainment unit.
Mates focuses on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content, and branding.
With over 14 years of experience, Siddharath joins Madison Media with a multi-faceted understanding of content marketing, partnership, and strategic alliances with a sharp focus on client servicing and business development. He has also worked with companies like Endemol, UTV, Viacom 18, and Reliance Broadcast Network, as well as production houses where he has produced big shows.
Apart from production houses, Siddharath’s exposure ranges from sectors like broadcast, films, OTT, and print, as well as events. Prior to joining Madison, he has also set up his own esports and gaming company Oreka eSports. Siddharath has also worked on brands like Daimler, Ford, HP Laptop, and Hike over the years.
Commenting on his new role, Siddharath said, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”
Meanwhile, Vikram Sakhuja, the partner and group CEO of Madison Media & OOH, commented, “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”
In August, Madison Media has also announced the elevation of Vandana Ramkrishna to the role of chief operating officer for its business unit, Madison Media Ace, where she will be overseeing the Kolkata operations of the agency, along with her Mumbai set of businesses.
Singapore – Media measurement and analytics company Comscore has tapped former regional vice president for sales and marketing for SEA at Universal Pictures Han Seng Lim as its new client services lead consultant for Southeast Asia, where he will continue to build on the relationships that Comscore established with both existing and new clients.
He brings into the company more than 20 years of business experience and sales success across the movies industry in Asia.
During his stint at Universal Pictures, he has left a track record in exceeding business goals through market development and building client relationships. Previously, he held a variety of senior roles in the movies industry, including at United International Pictures.
For Frank Perikleous, vice president for movies for APAC and AUS at Comscore, Lim’s experience within the region and his vast understanding of the market will strengthen their insights into the theatrical business in SE Asia.
He added that with the reopening of many SEA markets after long periods of lockdown, it will be essential that data analytics and collection assist in the rebuilding and growth of the movie industry.
“Along with providing Comscore’s International Box Office Essentials (IBOE) service, which is the world’s leading box office database, Lim will also provide the exhibition community with access to the latest technologies in data analytics and marketing intelligence through leveraging Comscore’s relationships with Showtime Analytics and Gower Street to give the industry unprecedented information, communication platforms and coverage of the region,” Perikleous concluded.
Comscore has been tapped by dentsu Media during this year in order to instigate change in television measurement by enabling the adoption of advanced audiences and the move to impressions.
Mumbai, India – Most of the time, ad campaigns in the education sector focus on the children or students as part of their messaging. After all, they’re the main stakeholder of education providers, and parents as decision makers would want to know what the school has in store for them.
One India-based EdTech solution provider, LEAD, which aims to disrupt the education landscape in the country is also breaking the norm when it comes to promoting educational services.
In collaboration with creative agency TBWA\India, LEAD has released a TVC that puts the spotlight on parents rather than children. In the ad, we see a young mom and dad having an intimate conversation and baring their sentiments about harbored feelings of jealousy towards the wide exposure their child is getting, specifically through a LEAD Powered School.
LEAD, which has presence in over 400 districts in India, offers EdTech solutions for both parents and schools. For parents, it has developed a LEAD Parent-Student app where parents can monitor and accompany their children in learning sessions. The EdTech has also been partnering with schools to make their institutions ‘LEAD powered’ by integrating its innovative curriculum that puts a premium on English and coding skills.
According to both TBWA\India and LEAD, parents’ view on the newer modes of academic instruction has long been an unexplored insight in communication. A progressive educational landscape inevitably requires progressive parenting and this poses a challenge to parents.
LEAD’s CMO Anupam Gurani commented, “Growing up, I have witnessed how my parents wanted to provide me with better education but limited opportunities always posed a restriction. Now as a parent, I echo a similar feeling for my child. With our first ever PAN India campaign, we want to reach out to all those parents who are looking to provide better school education to their child but have felt constrained due to lack of options.”
Gurani adds, “LEAD Powered Schools [solve this] by providing International standard education in small town India, which is our core market. The underlying thought of the campaign is based on a beautiful insight tapping the emotion of how every successive generation of parents wants to give more to their children and in the process learn from them.”
Furthermore, both the agency and LEAD said that the film reflects an often side-swept result of witnessing the significant shift to new ways of schooling and this is the adaptation of parents which at times bring to the surface their unfulfilled desire of the interactive and innovative methods in education that is present today.
“[This is] a clear departure from the old, lecture-based passive modes of teaching and learning that the parents were used to growing up,” both said in a press statement.
The execution of the film was helmed by acclaimed Director Nitesh Tiwari and he commented,“The ad film captures a parents’ perspective of how a LEAD Powered School is imparting interactive and enriching education, both at school and at home. I admire the brand’s vision of transforming conventional schooling in India.”
Parixit Bhattacharya, the managing partner of TBWA\India, also candidly said, “We often joke about being jealous of our kids because of the exposure they have in a world that is markedly different from the time we were kids. Though universal rules of child rearing still apply, today’s parents are dealing with an entirely new playing field. And the pressure to choose wisely is heavy.”
Meanwhile, TBWA\India’s CEO Govind Pandey, commented, “LEAD has a noble social mission to provide excellence in education to all. This commercial recognizes the role of hardworking progressive parents in the middle India of tier 2 and tier 3 as the real heroes who despite the odds of their generation have made something of themselves and now have the exposure and the determination to know the difference the right school education can make and do not want to compromise in that. Even more so in these uncertain and turbulent times.”
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