Tag: Marketing

Bengaluru, India — Flipkart, India’s homegrown e-commerce marketplace, has launched three new ad films under its ongoing campaign entitled #BachonKaKhel to highlight the industry-first benefits and policies introduced for 4.2 lakh sellers.

In April, Flipkart introduced a slew of marketplace policy changes and new capabilities under Flipkart EDGE, as a part of its ongoing efforts to build an inclusive e-commerce ecosystem and contribute to the growth, prosperity, and empowerment of its sellers. The benefits include a 10-minutes hassle-free onboarding process, easy listing on the Flipkart marketplace with artificial intelligence-based innovations, and fast payments in 7-10 days. The #BachonKaKhel campaign amplifies these offerings to drive awareness among sellers about the ease of doing business on Flipkart.

Conceptualized by Art-E MediaTech, in phase 3 of the Bachon Ka Khel campaign, the films are set around crucial seller touchpoints where Bijendra Kala, now established as an expert Flipkart seller in the campaign’s films, motivates other sellers with the benefits of taking their business online through Flipkart.

The film showcases benefits such as getting the fastest payments in the industry; ease of onboarding in 10 minutes, and listing and cataloguing through an entertaining demo by the child artist Divyansh Dwivedi.

Jagjeet Harode, senior director and head of marketplace for Flipkart, said, “As a homegrown e-commerce marketplace, we are constantly innovating and bringing new solutions to empower our seller partners from across the country.”

Harode adds, “In this digital commerce era, we want to handhold and nurture MSMEs from Tier-2 and Tier-3 cities, who are ambitious and are looking to unlock their growth potential. Through the ‘Bachon Ka Khel’ campaign, we aim to educate the seller community about the ease of doing business with Flipkart in a simple and efficient manner.”

Meanwhile, Rohit Sakunia, co-founder and chief business officer of Art-E MediaTech, shared, “For us, the task at hand was to retain the impact and relevance of the characters and their roles as portrayed in the first two series of Bachon Ka Khel campaign. At the same time, we wanted the viewers to feel the air of change in not only the e-commerce platform but also in the way it positively impacts the sellers.”

Sakunia elaborates that with a fresh set-up and more new characters than the previous ones, the films are a whole new story of the way the Flipkart Seller Hub is changing the dynamics of online selling in India by placing the seller and entrepreneur community in the centre of focus of these innovations.

Singapore – Digital travel platform Booking.com presents an exclusive art and food pop-up experience in Singapore, bringing sustainability and environmental consciousness to the fore this World Environment Day on 5 June. 

In a first-of-its-kind partnership with plant-based resto-bar Analogue Initiative, and artists Mama Magnet and Human Spectrum, the multi-faceted experience seeks to remind us all of our impact on the planet – a consciousness Booking.com hopes to reignite amongst travellers, especially as many start to explore the world again. 

Booking.com has specially commissioned collective Mama Magnet (Singapore) and artist Human Spectrum (Thailand), to create an interactive installation, titled “As We Move”. The light-focused piece invites visitors to interact with it via their own movements – challenging visitors to be more conscious of the imprint they leave behind, especially as they embark on their travels. 

With food a big part of how Singaporeans travel, A Conscious Affair spotlights food as a medium to get visitors to reflect on what and how they consume on their travels. Partnering with Singapore’s fully plant-based restaurant and bar, Analogue, which also marks the restaurant’s first travel collaboration – this unique tasting menu is inspired by iconic destinations around the world such as Japan, Spain and Morocco. 

As the light installation activates sight, sounds and the sense of touch (through kinetic movement), the intimate menu takes over the other human senses of taste and smell – giving visitors the opportunity to fully immerse themselves in the experience, where they will hopefully be encouraged to think about the small but important steps each of us can take – how we consume, move and act – to make a real difference, as the world opens up again.

This dining experience will be open to consumers from 3 to 5 June, at Analogue.

Mumbai, India – Dentsu in India has announced that its chief client officer (CCO) Narayan Devanathan steps down from his role after 11 years of leadership. According to the company, Devanathan is seeking new interests outside the advertising industry.

As Devanathan steers his career path into a new journey to pursue his interests outside the advertising industry, the existing teams at dentsu India will continue to drive and oversee client-centric solutions led by the market’s key leadership.

Speaking on his departure, Devanathan said, “My association with dentsu goes way beyond the varied roles that I have held within the network. Dentsu has been a life-shaping experience for me and the decision to take this big leap to pursue my interests outside the advertising industry was a tough one but something I am keenly looking forward to.” 

He added, “The network is a rich powerhouse of expertise; the enormity of exposure it offers is way beyond many milestones. As I look back, I am filled with gratitude to have been closely working with many of the best talents and industry leaders within the network.”

Meanwhile, Peter Huijboom, interim CEO at dentsu India, commented, “Narayan’s leadership has played an instrumental role in successfully aligning dentsu India with the company’s global ambitions of becoming the most integrated advertising network in the world. His relentless commitment towards providing the finest solutions to our clients is commendable and I wish him all the best on his new endeavour.”

He added, “There is a solid winning leadership in place that continues to serve our clients with excellence, perfection, and passion. Our ambitions for India are on an upward trajectory and we are moving ahead full throttle.”

More recently, dentsuMB India’s Sidharth Rao stepped down from his role of chief executive officer, which was then replaced by Heeru Dingra.

Singapore – Havas Media Group has officially appointed the General Manager of Arena Media Singapore, Leroy Lim. In his role, he will lead the agency’s integrated & digital media operations, agile communication planning approach, data proposition and new business. 

Lim is tasked to build on this momentum to chart an impactful growth story for Arena Media, under the leadership of Russell Lai, newly appointed Chief Commercial Officer of Havas Media Group. 

Havas Media Group’s Chief Commercial Officer, Russell Lai, said, “Arena Media is autonomous in its innovation and vision but fully integrated with our capabilities on a group level. I am confident Leroy will continue its great track-record in tackling marketing and communications through technology and a different perspective.” 

On the regional front, Lim continues to drive the regional growth and international business of the group, through the deployment of Media Experience (MX) planning framework. An approach that facilitates clients in building meaningful brands through media experiences. It was a role which he took on when he first joined the agency and will continue to drive this function under the stewardship of Jacqui Lim, CEO of Havas Media Group & Chief Growth Officer (SEA & North Asia) of Havas Group. 

Jacqui Lim, CEO of Havas Media Group and chief growth officer (SEA & North Asia) of Havas Group, commented, “Leroy has been a strong asset for our group across both local and regional businesses. And it’s always heartening to see our talent in the group flourishing and stepping up to bigger opportunities while still working as one under the multi-agency and multi-disciplinary Havas Village. We’re all looking forward to writing the new chapter together as a leadership collective.” 

According to Lim, Arena Media has always differentiated itself with its data driven expertise and digital first strategies. Embedded in this vision are the commitments of relevance, performance, transparency and proprietary data curation for clients. “I’m looking forward to working alongside my teams and the rest of the Havas Village disciplines to deliver further growth and great results for our business,” added Lim.

India – The hyperlocal space has seen a rise in the number of niche brands across categories like home décor, home services, groceries, essentials, and pharmaceutical sectors. Since India has witnessed growth, traditional brands have shifted their focus towards hyperlocal and direct-to-consumer business models. This transition has been accelerated further due to increased internet usage and evolved consumer behaviour.

The hyperlocal approach enables the brands to reach out to their target customers directly, removing the middlemen and retail stores as part of the traditional business model. This provides customers with a better shopping experience as it offers convenience and quick delivery, especially in the areas of logistics, food, pharmaceutical, and groceries. Some examples of hyperlocal commerce include Dunzo, 1mg, UrbanCompany, BigBasket, to name a few.

New report by WATConsult unveils insights on the demand for hyperlocal delivery, the effects of the pandemic on the hyperlocal usage and captures the benefits, and challenges of the model.

According to the report, this format of e-commerce has seen a huge surge of customers in both metros and beyond. Currently, there are around 141 million hyperlocal commerce shoppers in India, which is 48% of all e-commerce users. This number of hyperlocal commerce shoppers will increase by 52% to reach 214 million by the end of 2022.

The report further reveals that while Zomato tops the list of the most used hyperlocal apps, SwiggyGo, Amazon Fresh and BigBasket are some of the popular choices among consumers. This is followed by 1mg, Grofers and UberConnect.

Moreover, while most females have used services from Zomato, BigBasket and Grofers, some males have used services like Zomato, SwiggyGo, BigBasket and 1mg. On the other hand, the majority of young customers belonging to the age groups of under 18 years, 18 years to 24 years and 25 years to 34 years, have been seen using Zomato, SwiggyGo, and Amazon Fresh.


Australia — Netflix’s popular sci-fi horror drama, Stranger Things, has caused a stir in the global consciousness. The 80s themed hit drama series has recently aired its fourth season, and alongside this, Netflix has created a portal to connect the audiences with a popular element of the show; the Upside Down.

Ever since 1983, when a test subject in a Hawkins, Indiana lab named Eleven ripped open a portal between Hawkins and the Upside Down, a terrifying alternate dimension beneath the surface of this small town. Now similar rifts have been opening up in the most unexpected places. In Bondi Beach, Australia, beachgoers have been baffled by otherwordly rift that sprung up on the sandy shores.

On the morning of May 27 on the iconic Australian beach, a mysterious and forbidding gateway to an alternate dimension opened up on the golden sands to the shock of onlookers. The large gaping portal appeared overnight, complete with deep vines and a glowing red core. Scientists in hazmat patrolled the area while lifeguards set up a safe perimeter around the scene.

In celebration of the return of Stranger Things, similar rifts in iconic landmarks all around the world also sprung up. Popular sites where similar demonstrations sprung up included the Empire State Building in New York City; the Gateway of India in Mumbai; Menara Kuala Lumpur in Malaysia; Cologne Media Park in Germany; and XBox Plaza in Downtown Los Angeles.

Eleven and her friends have captured the audience’s imaginations from the very beginning and Netflix loves putting fans inside the story, taking them through the Upside Down and into an alternate reality.

Australia — Australia Post has launched its latest brand campaign that highlights the shift in how Aussies are living, working, sending and receiving parcels, and reinforces how Australia Post supports them by delivering like never before. The campaign was done in collaboration with the ad agency The Monkeys.

The TVC, entitled ‘Delivering like never before’, follows campaign hero Terry the Postie, and his interactions with his customers on his local route, including families, small businesses and an aspiring garage band. Terry has an uncanny ability to save the day – on more than one occasion. 

Amber Collins, CMO of Australia Post, said that after the challenges of COVID where Australia Post continued to provide the essential service to its customers and communities, the new campaign highlights the integral and ever-changing role Australia Post plays in delivering for Australia. 

“We’ve invested $1 billion into our network, enhancing the customer experience at our Post Offices, deploying one of Australia’s largest fleet of electric delivery vehicles and we now have over four million customers using the Australia Post app to track and manage their deliveries,” Collins said. 

Meanwhile, Paul McMillan, CEO of The Monkeys, shared, “Australia Post is on our streets every day. It’s part of the fabric of Aussie communities. Our latest campaign shows the way Australia Post is changing to help Aussies from all walks of life.” 

The integrated campaign launched with a 45-second TVC during The Voice Grand Final, Masterchef Australia and Celebrity Apprentice. The campaign will run until July across TV, out-of-home, online video, radio, social, digital, press and in-store.

Singapore – MARKETECH APAC, the marketing-centric digital media for APAC, launches an in-depth series of the metaverse or Web 3.0 on MARKETECH APAC Reels, its new addition to the segment amongst others.

Branded as the ‘next dimension of the internet,’ metaverse is a virtual space where people can work, play, shop, socialise, and more. Among many functions, the metaverse aims to establish building connections in the virtual world.

Cheelip Ong, regional chief creative officer and chief product officer at Lion & Lion, and one of the speakers in the series, said, “I would define the metaverse as the futuristic vision of [an] interconnected virtual world. And this virtual world is brought together by the convergence of virtually enhanced physical and digital.”

The series will consist of three parts: The Birth of the Metaverse, Pillars of the Metaverse, and Marketing in the Metaverse. 

We featured other thought leaders and metaverse experts such as Bell Beh, co-founder and chief executive officer at BuzzAR; Madhav Khandelwal founder and CEO at DeMons; Joe Peng, APAC chief digital officer at BCW Global; Zoe Cocker, head of innovation and creative studio at Yahoo, who gave us essential insights on what marketers need to know before diving into the metaverse. 

Head of Innovation and Creative Studio, Zoe Cocker at Yahoo, shared their recent explorations in the metaverse, “Our research is showing that a lot of immersive experiences really drive utility and knowledge sharing, and ability to interact.”

Madhav Khandelwal, founder and CEO at DeMons, said, “We are lacking immersive experience now.” 

Meanwhile, on the interaction within the metaverse, Joe Peng, chief digital officer at BCW Global, said, “The metaverse will provide us with limitless opportunities for us to customise our avatars. And we can actually use these avatars through engaging with different organisations, individuals.”

The metaverse series will unfold a series of information that every brand would benefit to know about the Web 3.0 and how to set-up their game plan. 

Bangalore, India — HiveMinds Innovative Market Solutions, the digital marketing specialist of Madison World, has won the digital marketing mandate for Kuvera, an India-based investment platform.

Founded in 2016, Kuvera offers online personal financial services and has pioneered goal-based, direct plan mutual fund investing for Indians. Kuvera uses technology to help users make smart decisions and navigate the nuances of personal finance. Trusted by more than a million investors with over Rs. 34,000 Crores in assets; the platform enables investments, loans and remittances.

Gaurav Rastogi, founder and CEO of Kuvera, said, “At Kuvera we are creating a safe space to invest for every Indian. We believe that HiveMinds’ category understanding and strategy can really drive the next phase of our growth.”

Jyothirmayee JT, founder and CEO of HiveMinds, commented, “Digital investment platforms are driving a sea change in the way Indians invest. Kuvera is riding this wave through product innovation, an agile platform and customer onboarding at scale. We’re happy to be associated with the team and look forward to creating new benchmarks in growth together.”

The digital mandate adds to the already colourful portfolio managed by HiveMinds such as Dominos, MaxLife Insurance, BigBasket, and eCommerce mandates of brands like Crompton, P&G, and Nivea, among others.

Singapore – Singapore Airlines (SIA) today unveiled its all-new flagship SilverKris and KrisFlyer Gold lounges at Singapore Changi Airport Terminal 3, following a S$50 million re-design, upgrade, and expansion project. This aims to further enhance the on-ground customer experience at the Airline’s main hub, and comes as the demand for international air travel from and through Singapore takes off once again.

The Singapore Airlines SilverKris and KrisFlyer Gold lounges at Singapore Changi Airport Terminal 3 are an integral part of the Airline’s travel experience. They offer Suites, First Class, and Business Class customers, as well as PPS Club, KrisFlyer Elite Gold, and Star Alliance Gold members as high a standard of service on the ground as they would expect in the air.

Working with renowned Singapore-headquartered hospitality design firm Hirsch Bedner Associates, SIA has redeveloped the SilverKris and KrisFlyer Gold lounges by incorporating contemporary finishes and modern amenities, while embodying a timeless elegance. Customers will feel at ease the moment they enter the lounges, knowing that they can enjoy SIA’s world-class service and products even before their flights.

Singapore Airlines’ Chief Executive Officer, Goh Choon Phong, said, “Extensive customer engagement and research have gone into the design of the new SilverKris and KrisFlyer Gold lounges. Customers will enjoy thoughtfully curated product offerings and experience the signature Singapore Airlines hospitality, all within a comfortable and restful environment, ensuring that they are refreshed and ready for their journey.

According to Phong, opening these lounges at this time signals their commitment to SIA’s premium brand and growth strategy. It reinforces their position as Changi Airport’s anchor airline, and reflects our confidence in Singapore’s future as a pre-eminent global air hub.

The Private Room, the First Class section of the SilverKris Lounge, the Business Class section of the SilverKris Lounge, and the KrisFlyer Gold Lounge can collectively accommodate around 1,150 customers within their 6,100 square-metres, translating to 30% more seats and space. This also doubles the capacity that was available during the pandemic while the upgrading works were going on.

The most exclusive space within the SilverKris Lounge, the Private Room has a capacity for 78 suites and first class customers, it includes well-appointed booth seats and day rooms that are conducive for work and rest. The Private Room also offers a full fine dining experience, with exquisite cuisine and beverage options.

The Business Class section of the SilverKris Lounge include a quiet rest area to catch some shut-eye, a main dining hall with an extensive self-service buffet, a living room area with sofa seats and productivity pods, as well as an open concept courtyard-style area that offers light bites for the traveller on-the-go. A new full-service bar, with a barista in the morning and bartender service in the evening, allows customers to enjoy their favourite brew or tipple with a view of aircraft taking off and landing.

At double the size than before, the KrisFlyer Gold Lounge has an open and contemporary design with an expansive view of the airport runway. In response to customer feedback, the lounge now includes an expanded dining area and open concept working spaces, as well as dedicated restrooms and shower facilities. Customers can enjoy a wide variety of meal and drink options including favourites such as laksa, chwee kueh, and freshly steamed dim sum.