The digital mandate involves that Sociowash works on asset creation and amplification leading to a digital presence for a strong recall value of the audience.

The account was won in a multi-agency pitch. A creative digital marketing agency based out of Delhi, Sociowash, has been appointed with the responsibility of building and amplifying Cinépolis India’s presence in the digital space.

The agency will work in tandem with Cinépolis to capitalise on their strength, to provide new strategic pointers that will cohesively work towards delivering digital first campaigns.

Also Read: GenY Medium wins the digital mandate for Express Exclusive

Pranav Agarwal, Co-founder at Sociowash stated, “Associating your brand with the world’s second-largest movie theatre circuit gives us the opportunity to position the brand as not only the best multiplex to be at, but also create a digital platform that connects with its audience through interactive & entertaining marketing campaigns.”

The post Sociowash bags the digital mandate for Cinépolis India appeared first on Social Samosa.

The Tata Pravesh post-election campaign, Pehla Din, aimed to celebrate the will of the nation. Our experts drop in their verdict on what the message holds.

India was witness to the longest running elections of all time this year with a 900 million voting population. The biggest democratic festival was equally important for the advertising world with many marketers latching onto the election mania.

Tata Pravesh rolled out its campaign titled ‘Pehla Din’ as a tribute to the #ChoiceOfTheNation.  The two-minute digital film showcases a narrative that revolves around an elected representative of the people getting ready for her first day in office. Pehla Din glorifies the triumph of inner strength. The film signs off with ‘Waqt unhi ka hota hai jo andar se mazboot hote hain’ – a tribute to the will of steel.

Campaign Insight

Elections are all about our right to choose. Tata Pravesh created Pehla Din, a film which celebrates #ChoiceOfTheNation. Running on digital media, the film is about new beginnings and opening the doors of our mind to progress.

Pravesh products have steel inside which gives them unmatched strength. Firmly rooted in the product, the idea for the film is about how you can take on the world if you have steel inside. The film highlights inner strength which helps surmount every challenge – an inherent trait of Tata Pravesh that ensures it stands strong for years, no matter what the odds; unlike wooden doors & windows which fail to stand the test of time.

P. Anand, Chief – Services & Solutions Business, Tata Steel Ltd claimed that Tata Pravesh has always ushered in new ideas and encouraged people to look at things differently. “Through all our films so far we have attempted to make people pause for a while and think,” he added.

The Creative Thoughtprocess

The individual elected as the nation’s representative should work for the people, honoring the faith that they have reposed in him/her. Sharing the concept creative Arjun Mukherjee, Executive Creative Director & VP, Wunderman Thompson, Kolkata said, “This perfectly timed film aims to remind every elected representative how they should do justice to the mandate they have been given, where their responsibility lies and how they should address every challenge – with steely resolve, what else?”

Also Read: Experts vote for Comedy Central’s #ChooserNotLoser

Through this film, since India has already selected its fate, Tata Pravesh urges the nation to step confidently into a new beginning. In the words of the film – karo Pravesh ek nayi shuruaat mein.

While the narrative and thought process has been executed well, the campaign thought however fails to marry the brand and its proposition. The missing brand connect has been the talk of the town for a while now with many marketers joining the causevertising bandwagon; experts share their judgment on ‘Pehle Din’ and Tata Pravesh’s celebration for #ChoiceOfTheNation.

Experts Take:

Pranay Bhan, Associate Creative Director, 1702 Digital

Brand communication is visibly shifting from advertising to ’cause-vertising’, and some brands are often seen cracking the code seamlessly. Tata as an entity, even with it’s more recent offerings, is consistently addressing the thoughts and challenging perceptions of the common society, across multiple categories ranging from tea to doors.

‘Choice of the Nation’ is an impactful campaign that stitches together the topicality of Indian elections and women empowerment, along with touching on the concept of mother’s love – a classic example of a good mix.

From a creative execution standpoint, the narrative and music work well together, and the climax does leave the viewer thinking. 

Positive messaging coupled with a hopeful ending, Tata Pravesh played it smart. I am interested to see how well does the campaign perform from a business lens since the consumer sentiment seems quite positive over digital.

Dhananjay Arora, Founder & CEO, Kwebmaker Digital Agency  

The film is sweet, sensitive and touching and very well executed. Where it really fails is that there is no connection with the actual product they intend to market. I personally didn’t see how Tata Pravesh is marketing its doors and windows via the story/video. I understand the writers are talking about inner-strength and a whole new world waiting on the other side of the door but personally, I don’t see the film and emotion connect with the final product.

The post Tata Pravesh’s attempt to ignite a moment with #ChoiceOfTheNation… appeared first on Social Samosa.

YouTube disallows minors to go live without adults, disables comments and limits recommendations

YouTube on Monday announced three updates about the steps they have taken in the past several months to make the platform safer for minors. These include rules around live streaming, comments and recommendations in regards to minors who use the platform.

One of the most significant policy change is that minors are not allowed to live stream unless they are clearly accompanied by an adult. Channels that are not in compliance with this policy stand to lose their ability to live stream as a whole.

In an attempt to limit the risk of exploitation, the platform has started disabling comments on videos featuring minors. This was done for ‘tens of millions of videos featuring minors across the platform’. In addition to this, a classifier was put to action that helped the company identify and remove twice the number of violative comments.

YouTube has expanded its efforts of reducing recommendations to include videos featuring minors in risky situations. The platform asserts that the content itself is not one that exploits their policies. However, it also recognises that minors could be at risk of online or offline exploitation and so have applied the new rule to tens of thousands of videos.

The post YouTube makes platform safer for minors appeared first on Social Samosa.

Eid is here and so are we, bringing you a slice of how brands are leveraging the celebratory season with Eid campaigns 2019.

Advertisements and digital campaigns based on celebrations and festivities are a treat for brands, audiences as well as the storytellers. There is an immense opportunity to tell a story and show the relevance of brands in everyday life and how they add value to the life of the consumers. Here are a few Eid campaigns 2019 that stood out.

Almosafer — As far as we go

Almosafer campaign tells a story of a young girl undertaking a foreign trip to visit Santa Claus during Ramadan. The brand has attempted to forge a cultural connection between demographics that are miles apart.

Ghadi Detergent’s #SaareMaelDhoDaalo

With #SaareMaelDhoDaalo, Ghadi Detergent targeted a form of ingrained patriarchal hypocrisy. While the woman is glad that her daughter has a husband who helps her with chores, she reprimands her son for doing the same.

Cadbury Celebrations

In sync with the Hindu-Muslim cordial relationships rhetoric, Cadbury Celebrations attempts to highlight how their product, and sweets by extension, can be exchanged at all happy occasions.

EdelweissTokioLife’s #BeUnlimited

Focussing on how the lessons imparted by parents in childhood can impact as they grow into adults, #BeUnlimited is a tale of a little girl growing up to excel professionally.

Bata #LetWalkTogether

Bata’s campaign showcases affection between colleagues. Throughout the video, colleagues try to hide food from the view of an fasting employee and towards the end ask if they can can join his family for dinner.

Max Fashion

The campaign video put up by Max Fashion revolves around the rhetoric of how Hindu and Muslims can come together to celebrate Eid as a festival. It shows two families greeting each other on the occasion, dressed similar.

Reliance Trends

Reliance Trends chose to tell their Eid story with a mother-daughter duo, their sacrifice and gratitude. As the mother is unable to buy herself a new outfit, the daughter shells out her savings to buy her one.

Slice – celebs share gifts

Slice collaborated with two sets of brothers — Irfan Pathan, Yusuf Pathan and friends — Soha Ali Khan, Neha Dhupia. They all posted pictures of receiving the celebratory Slice kit from their brother/friend.

If we have missed out any Eid Campaign let us know in the comments below or write to us on content@socialsamosa.com.

The post Eid campaigns 2019: Brands that shone bright appeared first on Social Samosa.

Exclusively available on Facebook Watch, Confetti – an interactive game show challenges participants to answer pop culture and trivia questions for cash prizes every day.

Starting June 12, the game show is set to air from Wednesday to Sunday on Facebook’s dedicated video platform, Facebook Watch.

Announced on the sidelines of Facebook’s Social Entertainment Summit in Mumbai, Confetti is an interactive game show, that challenges participants to answer pop culture trivia questions for a chance to win a cash prize of up to Rs. 3 lakhs every day.

The show is produced in partnership with Freemantle. It was first introduced in the US and was expanded into the UK, Canada, Mexico, Thailand, Vietnam, and the Philippines.

Speaking at the summit Manish Chopra, Director and Head of Partnerships, Facebook India said, “We are excited to share our vision for social video and how we are building towards it by launching our global interactive gameshow – Confetti, in India today. Confetti combines the power of traditional entertainment formats with the social, exciting elements of video on Facebook. This is our first official show in India and we are excited to see how it will enable users to engage better and bring communities together around exceptional, interactive video experiences on Facebook.”

Also Read: Facebook rolls out new guidelines for Instagram Creators

Aradhana Bhola, Managing Director of Fremantle India said, “We are very excited to partner with Facebook Watch’s first original production in India, Confetti! The visual questions make winning the moolah easier and inviting friends gets you free lives so you can further your winnings. It’s simple: come June 12th, get clicking and Khelo, Jeeto, Udaao!”

The post Facebook’s interactive game show ‘Confetti’ comes to India appeared first on Social Samosa.

Social Samosa presents a comprehensive list of all the ICC Cricket World Cup 2019 sponsors and commercial partners for an understanding of how various brands approach marketing through cricket.

Commercial partnerships optimize revenues on both ends and help build engaging events. Diverse fans united by the love of the sport result in formulating a diverse set of commercial partners for a given event.

ICC Cricket World Cup 2019 provides brands a gigantic global audience to engage with, estimated currently at 2.5 billion with a projected 4.85 billion cumulative broadcast audience across 18 events from 2016-2023, according to ICC.

ICC claims that brand features delivered via various channels like broadcast, digital and social media in over 220 countries have led to 97% ‘recommendation’ and ‘preference’ for brands to sponsor and engage with cricket.

The partnership programme for World Cup 2019 is managed by an in-house team that oversees event delivery, sponsorships, brand licenses, broadcast production, media and digital rights, digital content and channels, marketing and overall commercial sales.

Most of the commercial partnerships are long-term plans that (for example) last five years. Although, several partnerships are tailored at different levels depending on the brand’s strategy, whether they are international or regional sponsors and their target tiers.

Star Sports has been awarded the global broadcast rights for all ICC Events (2015-2023), by being named the official broadcast partner. The channel will broadcast primarily to India, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka (India and Indian Sub-Continent) with further reach into East Asia on specific channels. The live coverage would be available to more than 1.5 billion people.

Uber is the first mobility and food delivery app to partner with ICC. Commenting on the partnership, India captain and Uber brand ambassador Virat Kohli, states “I’m delighted that Uber and the ICC are once again partnering to support cricket and what it stands for – inclusion, togetherness, and celebration.”

GoDaddy will be the global platform of ICC Men’s Cricket World Cup. In an interview withMedia Samosa, Nikhil Arora, VP & Managing Director, GoDaddy stated “Our partnership with the ICC for the Men’s Cricket World Cup will give us an opportunity to reach our audiences across Tier I, Tier II and Tier III cities in India, where 77% of the tournament’s viewership is coming from (according to Star Sports stats for 2015 World Cup), and help educate them about the importance of getting their ideas and businesses online.”

ICC’s partnership with ByteDance is aimed at producing unique campaigns and content through ByteDance’s family of apps.

Veuve Clicquot will be the exclusive champagne for the tournament being played across 11 venues in England and Wales from 30 May to 14 July.

Apart from being featured in OOH hoardings, standees, the strip around the boundaries as a part of in-stadium branding, the commercial partners also gain a platform on social media and digital channels.

Over the years, ICC Cricket World Cup has maintained itself as a prominent marketing avenue. The heightened wave of ad spends being segregated into the now widely available multiple channels has not stopped ICC from bagging numerous brands as sponsors.

Also Read: ICC Cricket World Cup campaigns that are still scoring!

Take a look at all the official sponsors of ICC Cricket World Cup 2019.

Nissan

OPPO

MRF Tyres

Booking.com

Emirates

Moneygram

Bira91

Uber

Coca Cola

Star Sports

GoDaddy

Hublot

Wolf Blass Wines

Royal Stag

UBP

Thatchers

Dream11

Smart Cricket

GoLootlo

Britannia

UNICEF

ByteDance

Veuve Clicquot

The post All you need to know about ICC Cricket World Cup 2019 official brand associations appeared first on Social Samosa.

Shivaji Dasgupta will lead strategy across all disciplines which includes – creative, media, health and digital as Chief Strategy Officer.

In line with its aggressive growth strategy, Havas Group India has appointed Shivaji Dasgupta as Chief Strategy Officer, effective immediately. In his new role, Dasgupta will report to Rana Barua, Group CEO, Havas Group India.

His appointment is in sync with Havas Group India‘s overall strategy of accelerating growth by breaking silos across creative and media functions. In his new role, Dasgupta’s mandate will be to accelerate Havas Group India’s journey of transformation along with the core leadership team.

Dasgupta leverages over two decades of rich experience across the length and breadth of brands across categories including ITC, Pepsi, Airtel, Tata Steel, Mondelez, Piramal Realty, Edelweiss Financial Services, Domino’s Pizza, Tata Motors and Renault Motors.

Prior to joining Havas Group India, Dasgupta was an independent strategy consultant where he provided strategic guidance and brand solutions to regional and global brands.  He has also worked with Contract Advertising, Delhi as Executive Vice President and Head, as well as held senior management positions in Rediffusion and JWT India, spearheading many successful client assignments.

Dasgupta is also a frequent speaker at industry forums and a guest lecturer at various management institutes, as well as a regular contributor for leading publications on Thought Leadership articles.  

Commenting on the appointment Rana Barua, Group CEO, Havas Group India, said “The appointment is a critical step forward for the Group in India towards the evolution of its “Together” strategy that brings together all the verticals under one roof known as Havas Village.  Shivaji will further strengthen our integrated product offering and help further strengthen the collaboration between Havas and Vivendi companies in India.”  

Also Read: Havas Creative appoints Tracey Barber as Global CMO

Commenting on the appointment, Bobby Pawar, Group Chairman & Chief Creative Officer, Havas Group India said “Shivaji’s vast experience and planning expertise will help clients in building an integrated approach which will aim to create a unique and valuable brand experience. His appointment is a step forward in our endeavor to provide clients with a more agile and holistic approach to deliver a seamless experience cemented by a deep strategic understanding of brands that will further elevate our creative offering.”

“What truly excited me about Havas Village is the future-ready blend of the Consulting and Communication worlds. In terms of culture, structure and ambition clearly the Brand Solutions network of the future. Additionally, Havas Group’s unique access to Vivendi’s premium content and community of talent offers a more impactful and attractive way to connect with their audiences. I sense a great opportunity for building a culture of relentless customer-centricity – in a genuinely collaborative environment.” added Dasgupta on his new role.

The post Havas India appoints Shivaji Dasgupta as Chief Strategy Officer appeared first on Social Samosa.

Trends champions the cause of #BanoBayGharz, urging consumers to celebrate the festival, narrating the story of a young girl.

Ramadan isn’t just the month of fasting. It is the month of sharing moments with your loved ones – hurdling together for sehri, the joy of savouring delicacies for iftaar, collecting every penny received for Eidi! It is the festival of kindness often helmed by our mother who single-handedly looks after the entire family even when they themselves are fasting.     

This Eid, Reliance Trends champions the cause of #BanoBayGharz, urging consumers to celebrate the festival of giving by acknowledging and celebrating the selfless love our family and our mother has showered on us time and again.  

The campaign video commences with a young girl preparing for the first roza, all set to collect her Eidi, like she does every year. The story progresses to reveal how during the month of Ramzan, the little girl sees her mother looking after the family, tending to their every need, always with a smile of her face. When she finds out that her mother didn’t have the time to buy an Eid outfit for herself, the protagonist decides to take matters in her own hands.

On the day of Eid, on being presenter with her Eidi, the girl gifts a pretty outfit from Reliance Trends as Eidi to her mother.  

#BanoBayGharz manages to capture the small joys of Ramzan in the most heartfelt way. The joy of saving up the Eidi, the little ones sitting with eyes shut for prayers – the campaign is all about selfless love that one experiences. With a subtle brand connect, Reliance Trends’ #BanoBayGharz will leave you with a smile.

The post Trends’ #BanoBayGharz celebrates the spirit of selfless love! appeared first on Social Samosa.

From videos to creatives, let’s take a look at some of the World Environment Day 2019 campaigns & creatives seen this year.

With the growing pace of global warming and all kinds of pollution, the importance of World Environment Day has only increased. Celebrated on June 05, the day dedicated to creating awareness around the well being of Mother Nature has gotten many speaking about it. Brands to chip in with World Environment Day 2019 campaigns.

The theme for World Environment Day 2019 is ‘Beat Air Pollution’ and saw some countries taking up the issue seriously. Ministry of Environment, Forest and Climate Change for World Environment Day launched a campaign titled Hawa Aane De featuring actors such as Akshay Kumar, Vicky Kaushal, and Kapil Sharma.

In spite of the day coinciding with Ramadan Eid this year, and the ongoing ICC Cricket World Cup, many brands were seen investing time & spends in sharing their two cents about the grave issue of environment degradation with their consumers.

From videos to creatives, let’s take a look at some of the World Environment Day 2019 campaigns & creatives seen this year.

Tata Tiscon

Aditya Birla Group

Godrej Appliances

Also Read:Brands focus on Plastic Pollution and more for #WorldEnvironmentDay2018

HomeLane

Scrabble

Eicher Trucks & Busses

MTv

Pizza By The Bay

MamyPoko Pants

The post World Environment Day: Brands take the onus of spreading awareness! appeared first on Social Samosa.

Nirmalya Sen, former India CEO of Havas Worldwide announced the launch of his own agency, The Rethink Company, a new-model creative company at the cusp of business consulting and brand building, driven by a simple belief- momentum is everything.

The idea of the company comes from Sen’s own experiences and observations, coupled with conversations with CEOs and CMOs in India and abroad, about how the world of brands and business of communication has evolved and is likely to evolve.

Elaborating further on helming the agency, Sen added, “Big ideas and corporations, they say, are born out of discontent. And my discontent over the last few years has been with the way brands are treated. By marketers and their tired agencies alike. Most of them are well-intentioned and passionate people who want their brands to do well. All knowing very well that if they don’t keep pace with technology and its impact on the way consumers live, they will be left behind. All keen to try out shiny new technology or media and do things differently. All very good.

But, often, there is little attention to the need for cohesiveness and seamlessness in everything that brands do across different aspects of their behavior. There is often little or no thought given to the need for an inspiring brand purpose that shines through in all the brand’s behavior. And who would appreciate the old consumer axiom more than you – if you don’t have a purpose that can transform my life as a consumer, I have little use for you as a brand“.

The Rethink Company, as per the official website, is a commitment to continuously review and reimagine what advertising can do to help brands stay a step ahead offering a vast array of services including strategic consulting, campaign creation, influencer marketing, digital marketing, brand experience and more.

Also Read: Havas India appoints Shivaji Dasgupta as Chief Strategy Officer

Now, proudly donning the role of Founder & CEO of The Rethink Company, Sen believes that the need for a brand purpose and its centrality in brand behaviour are just the tip of the iceberg. Clearly, so much has changed in the last few years, that today, there is a lot more for marketers and agencies to rethink.

The note attached below attempts to capture just some of this to set up the need to look at advertising differently for the changing times.

After his 9 years long stint at TBWA/India, Sen joined Havas in 2014.
With 23 years of experience in engineering and re-engineering global and homegrown brands, he is an acknowledged expert in brand design, growth strategies, disruptive marketing, and integrated consumer journeys.

The post All you need to know about Nirmalya Sen’s ‘The Rethink Company’ appeared first on Social Samosa.

ICC Cricket World Cup has commenced in England & Wales and brands are making the most of it’s 1 billion fans with blazing trails. Take a look this comprehensive list of ICC World Cup Campaigns 2019

A research project by International Cricket Council (ICC) circulated in June 2018 revealed that Cricket has over one billion fans globally in the age category of 16-69, with the average age being 34 and 61% being male and 39% female.

Such impressive demographics pull brands to this global event every year to extract maximum advantage out of it.

Different brands use different strategies to market their products but the most prominent ones remain the most traditional ones.

Further, tethering in actors is still a prominent strategy, Daniel Wellington roped in Ayushmann Khurrana for their new Cricket Campaign, #OurMomentIsNow with cricketers Dinesh Karthik, Kuldeep Yadava and Yuzvendra Chahal.

Commenting on the partnership, , Siddhant Narayan, Marketing Manager, Indian Subcontinent, Daniel Wellington states, “We understand that Cricket is synonymous to India, it´s more than just a game, it´s an emotion. We believe that the Cricket World Cup is a massive moment in time where the nation comes together to support the Men in Blue.”

Coca Cola World Cup campaign 2019 brought in Ranbir Kapoor and Paresh Rawal to execute win a trip to ICC World Cup match formula.

Speaking of which, ‘win a trip to World Cup’ is still the foremost strategy with Uber, Britannia & Coca Cola using it. Not to forget anthems being all the rage this year.

Take a look at few of the ICC Cricket World Cup Campaigns 2019.

Also Read:ICC Cricket World Cup campaigns that are still scoring!

Uber – #WorldCupFanAnthem

Daniel Wellington – Our Moment is Now

Gulf Oil – #CheerwithPride

OPPO India – India Give Your Heartbeat

Zomato India – #ZomatoCricketCup

CricketNext – #EkCupAur

Bira 91 – #CWC19

Nissan India

Emirates Airline

UC Browser

My11Circle – #DadaKaVaada

Coca Cola – Fly to London

Britannia – Britannia Khao World Cup Jao

Star Sports – Cricket Ka Crown Hum Le Jayenge

Puma – #SockThem

American Tourister

Let us know if we have missed out on any ICC Cricket World Cup Campaigns 2019! And if your brand prides itself in having created a great sports marketing campaign, nominate for SAMMIE Best Social Media Brands today!

The post From Anthems to World Cup tickets: A look at ICC World Cup Campaigns 2019 appeared first on Social Samosa.

Instagram has introduced an option to promote influencers’ branded posts as feed ads. Find out how to use Instagram Branded Content Ads

As the tide of branded posts and collaborations between influencers and brands is getting higher by the minute, Instagram is introducing more tools and abilities for the brands and influencers involved.

The platform says the ability to incorporate branded posts into advertising strategies was one of the biggest requests from brands.

How to use influencers’ posts as ads for your Instagram Strategy

1.The first step to promote branded posts is to give the influencers’ permission to tag your business in their branded content posts.

2. Go to your advertiser profile within the Instagram app and select the options wheel above the “edit profile” button and select “Business Settings”

3. If the “Require Approvals” is toggled on you can see “Approved Accounts” (if the “Require Approvals” is off, no further steps are needed)

4. Select “Approved Accounts” and add the creator’s Instagram handle that you will be partnering with

5. Select “Done”

Also Read:Instagram spotted testing ‘Order’ and ‘Product’ stickers

When a creator makes a branded content post on their Instagram Feed and tags your business, they can opt to Allow Business Partner to Promote. This will give you permission to promote the influencers’ organic branded content feed post as an ad.

When creating an ad from a branded content post on Instagram, you can use either the Reach, Brand Awareness Objective (BAO), Video Views, Traffic or Engagement objective.

Once the creator has tagged your business in a branded content post and given permission to promote it, follow these steps:

1.Go to Ads Manager and create an ad

2. Pick one of these objectives for your Branded Content ad: Reach, Brand Awareness Objective (BAO), Video Views, Engagement, Traffic

3. Continue creating your ad: At the Audience step set your targeting and at the Placements step select Instagram Feed

4. At the Ad level, your Branded Content will appear in the Use Existing Post section. Click into the Use Existing Post section then click on Select Post/Change Post in the Creative section. (Note: During initial setup, the Change Post will appear as Select Post.)

5. In the Select Post window navigate to the Branded Content tab and click. You’ll see the list of the branded content posts that a creator has given you permission to promote. Choose the branded content post that you want to promote on Instagram.

6. You’ll see a preview of your ad. If everything looks good, finish creating your ad and click Confirm.

Facebook would review your ad and notify you whether it’s approved or not. The ad would then appear in the Instagram feeds of the audience you’ve chosen.

The post How to use the newly launched Instagram Branded Content Ads appeared first on Social Samosa.

The 8^th edition of the FIFA Women’s World Cup 2019 has gotten brads to speak about the pertinent subject of ‘Gender Parity’ with bold and motivational content as a part of FIFA Women’s World Cup 2019 campaigns.

The world of advertising is going through a seismic evolution with some inspirational, loud and bold content. One of the most discussed topics, in alignment to such tonality, is ‘Gender Discrimination with Women in Sports’.

With the FIFA Women’s World Cup 2019 gaining momentum, brands are fast leveraging the opportunity to ride on the season with some hardcore, appealing and inspirational content.

Estimated to reach about 1 billion viewers, only in France, it could not be a better time for the top brands.

Here’s looking at some of the most significant FIFA Women’s World Cup 2019 campaigns and creative-

Nike’s ‘Dream Further’ Campaign

Building on its’ previous campaign, ‘Dream with us’, Nike takes a step forward with the ‘Dream Further’ campaign, in collaboration with Wieden & Kennedy, Portland. It is showcased from the perspective of a 10-year old footballer, Makena Cooke from California, who is dreaming about her ambitions and future alongside the women athletes-

Visa’s “One Moment Can Change The Game” Campaign

Visa launched a global campaign for FIFA Women’s World Cup 2019, starring a vignette of true stories of female players. The campaign inspires females to continue chasing their dreams, showcasing relevant and memorable moments by the players from the football fraternity-

BBC Sport’s #ChangeTheGame Campaign

BBC Sport celebrates female athletes, looking forward to an exciting ‘summer of women’s sport’ with Ms. Banks’ foot-tapping Worldcup rap in their #ChangeTheGame Campaign–

Head & Shoulders’ #JoinThePride Campaign

P&G’s hair care brand, Head & Shoulders, is all out and supporting ‘The Three Lionesses” trying to focus on ‘equal footing’ in #JoinThePride-

Lucozade Sport’s “We are all made to move” campaign

Lucozade Sport with Grey London has rewritten the England tune, “Three Lions” to focus on the culturally relevant topic such as ‘gender parity’ and the prevailing gender prejudices with women in sports-

Germany’s squad announcement video by Commerzbank

This video made by the sponsors of the FIFA Women’s World Cup, Commerzbank, highlighting gender discrimination in women’s sport with its’ bold content, garnering immense appreciation in the online world-

If we have missed out on any

The post Global Spot: Brands get bold with FIFA Women’s World Cup 2019 campaigns appeared first on Social Samosa.

Daniel Wellington World Cup campaign, #OurMomentIsNow featuring Ayushmann Khurrana and the Men in Blue tells the world ‘This is our Moment’.

While the World Cup fervour take its own time to take over Indian fans, what matters at the end of the day, rather months here is the peak of this uprising madness. Daniel Wellington World Cup campaign caught upon the importance of THE moment that matters and creatively weaved the concept of ‘time’ with it being a watch company.

Indian cricketers a.k.a. Men in blue- Dinesh Karthik, Kuldeep Yadav and Yuzvendra Chahal were called upon as Ayushmann Khurrana leads the campaign.

Ayushmann, the voice of this YouTube campaign takes you through seemingly successful settings, however the men in blue do not seem to be in the moment- as if something does not feel right.

Also Read: #CWCSpot: Britannia revives iconic Britannia Khao World Cup Jao campaign

By the end the narrative shifts to the right place for the Indian team, the moment that will truly make a difference, one that is in the hands of the cricketers to make or break.

Social Media Push

As a part of the campaign, Daneil Wellington has rolled out a social media contest, urging consumers to share 10 second videos of themselves cheering for team India to stand a chance to win autographed merchandise from the Men In Blue.

Further, the brand has been relying on a consistent social media push and celebrity presence to keep the campaign engaging.

In a pool of otherwise commercially driven campaigns trending this season, Daniel Wellington’s #Ourmomentisnow surely has a soul.

The post #CWCSpot: Daniel Wellington’s World Cup campaign is all about celebrating the Men In Blue appeared first on Social Samosa.

Neil Patel Digital India aims at helping companies through thought-leadership driven strategies in the sphere of digital marketing.

Indian businesses can now take full advantage of groundbreaking, thought-leadership driven digital marketing strategies. Neil Patel Digital India has announced that it will start operations in June 2019.

The digital marketing landscape in India has been on a steady growth for the last two decades, mostly due to the increasing accessibility to the internet and the proliferation of mobile users. The current internet penetration in India is at 35%, but it’s projected that by 2025, the Indian population with access to the web will touch a magic figure of 55%.

Also Read:All you need to know about Nirmalya Sen’s ‘The Rethink Company’

Pradeep Kumaar, CEO of Neil Patel Digital India, made the announcement about the new initiative on Wednesday. “Neil Patel has a large number of followers in India, and many of the Indian digital marketing experts consider Neil Patel as their guru. We wanted to ensure that the Digital Marketing sphere in India follows the latest global trends so that businesses, especially startups and small businesses can leverage their ROI by adapting to these trends,” said Mr. Kumaar.

Businesses that have set their eyes on the future are adopting and investing in digital marketing tactics to boost their ROI heavily. Unfortunately, the hype around digital marketing has resulted in startups and small businesses banking on false promises.

Neil Patel, who is the co-founder of Neil Patel Digital, embodies the phrase “Lead by example.” His blog attracts millions of visitors every month, and a huge percentage of this traffic is organic.

The post Neil Patel Digital enters India appeared first on Social Samosa.

‘Bottles for Change’, Bisleri International initiative aims at bringing about a habit change of not viewing plastic as waste, but segregating and sending it for recycling.

The idea of ‘Bottles for Change’ is to ‘Be the Change, You Want To See’ and to lead by example by disposing and recycling plastic responsibly. ‘Bottles for Change’ has influenced the citizens in spreading the message of reusability and recycling processes of plastic.

The initiative has been receiving positive responses from not only individuals but also from corporates houses, communities and students who are actively helping to bring about the much needed change in the mindset(s) around plastic in general.

Speaking on the appointment, Wizspk Communication’s CEO and Founder, Anuja Choudhary said, “We at Wizspk are extremely delighted to work for the ‘Bottles for Change’ initiative. Our endeavor will be to use both strategic and innovative PR and Digital tools to convey the right message and engage the citizens at large.”

Also Read: GroupM Motivator wins Safari Bags media mandate 

On the appointment, Anjana Ghosh, Director Marketing, Bisleri International Pvt. Ltd. said, “The campaign ’Bottles for Change’ aims to educate citizens about the importance of plastic recycling in our lives. ‘Bottles for Change’, as a programme, has made tremendous progress in one year alone and we aim to further introduce various platforms and spread the awareness to reach out and engage more citizens for a cleaner environment.  For this initiative, we have partnered with Wizspk Communication PR to create a blend of effective Ideas to take our communication to the next level.”

The post Wizspk Communication wins PR and Social Media mandate of Bottles for Change appeared first on Social Samosa.

Gaze at few of the foremost cause marketing campaigns that grazed through social issues attempting to make the world a better place.

It’s a dark world we live in. Gender inequality, food wastage, terminal diseases, pollution, climate breakdown, unreal beauty standards, stereotypes, natural calamities, scarcity of natural resources, war, religious conflicts, illiteracy, corruption and more are “few” of the ongoing issues that we face at a global level.

While most brands focussed on good old selling, the use of cause marketing has increased in the last few years.

According to a Havas Report, more than 60 percent of consumers in India care about the social impact of products, the effect of the product on society and would like their favorite brands to play a much larger role in society. Such numbers suggest that new age consumers are concerned about the brand image of a product they buy along with their conventional preferences.

One of the prominent reasons cause marketing works is that it makes the consumer feel like they’re a part of something big, that could bring about a positive change in society.

Cause Marketing campaigns are fairly effective. Asian donors are primarily driven by digital communications. Email(29%), social media(26%), and an organization’s website(21%) inspire the most giving, as accounted by the 2018 Global Trends in Giving Report.

While using resources to voice out an issue is a noble cause, it’s important to weigh out all elements. Trust, is the most significant factor deciding the potential impact of a campaign. 78% of consumers reported that a partnership between a non-profit organisation and a company that they trust makes a cause stand out.

Bach home too many brands have adapted to causevertising in a true sense; P&G has partnered with Save the Children India, Army Wives Welfare Association (AWWA), Navy Wives Welfare Association (NWWA) and Round Table India (RTI), amongst others. Hindustan Unilever has partnered with AKRSP, Development Support Centre, SIED and more.

Globally too there have been some great examples,. Hellmann’s recent campaign, The Restaurant With No Food by Ogilvy UK is a fine example of embedded marketing in a cause-focussed campaign. They portrayed how their products can turn leftovers from a fridge into five-star meals while voicing out the fact that citizens around the world need to decrease food wastage.

Also Read:UGC Campaigns that produced plenty of engagement and why they work!

See through some of the best cause marketing campaigns aimed at bettering the world we live in.

Adidas – #RunForTheOceans

Elle UK – MORE WOMEN

Hellmann’s presents The Restaurant With No Food

YouTube – Priyanka Chopra Supports Girl’s Eductaion

TLLL Foundation – #NotAshamed ft. Deepika Padukone

World Health Organization

United Nations

Hit95FM – Masked Man

UNICEF – Go Blue

Mahindra Rise – #RiseAgainstClimateChange

Lifebuoy – Help A Child Reach 5

P&G Shiksha – #DontLetDreamsWait

Tata Tea – Alarm Bajne Se Pehle Jaago Re!

Brooke Bond Red Label – 6 Pack Band

Samsonite – #KeralaIsOpen

Hindustan Unilever Limited – The Shower

Whisper – Touch The Pickle

Payyannur Eye Foundation

Ariel #ShareTheLoad

Akshaya Patra – India Ke Hunger Ki Bajao

Make Love Not Scars – Beauty Tips by Reshma #EndAcidSale

Lenovo & YUWA – #PitchToHer

Did we miss out on your favorite cause marketing campaign? Write to us at content@socialsamosa.com or let us know in the comments below.

If you take pride in creating a great Cause Marketing Campaign, now is your time to shine. Best Social Media Brands 2019 is here to celebrate the best campaigns & the most social brands. Nominate now.

The post Cause Marketing campaigns that gave the cause a purpose appeared first on Social Samosa.

Amazon Echo YouTube Pre roll Case Study executed by Blink Digital shows how Alexa was made popular amongst Indians by playing their favourite song on YouTube.

YouTube Pre roll Case Study

Brand: Amazon Echo

Agency: Blink Digital

Category Introduction

The global smart speaker market size was valued at $4,358 million in 2017 and is projected to reach $23,317 million by 2025, registering a CAGR of 23.4% from 2018 to 2025. The smart speaker market growth rate is highest in Asia-Pacific delivering a CAGR of 24.93%.

Given this, when Amazon was poised to launch its smart speaker, Echo in India, their key objective was not just to drive awareness for the category but also introduce the category itself.

Brand Introduction

With a plethora of offerings and servicing almost every inhabited zipcode in India, Amazon through its multiple offerings has become a part of modern lifestyles here. But being the first movers in the smart speaker category, they were faced with the unique challenge of introducing the category as well as the product.

Summary

Echo, an Amazon developed smart speaker enabled with Alexa, an AI assistant, had to be launched in India where people had to be made aware about the product category, it’s uses, and how the AI assistant can make their lives easier. The achieved this by running a contextual pre-roll campaign on YouTube that displayed specific ads according to the search keywords entered. 

Problem Statement/Objective

Amazon wanted to launch its smart speaker, Echo enabled with AI assistant Alexa in India.

The main objective was to create awareness about the product, educate people about Alexa and increase sales in the most cost efficient way possible.

Brief

To create awareness about Echo and Alexa as Amazon developed smart speaker and AI assistant; to create awareness about the categories and to increase the sales for the same in a cost-effective way.

Creative Idea

A survey was conducted of the core audience supplemented by social listening and secondary research to demystify user behaviour with respect to AI powered voice assistants. Survey results showed that for the users, amidst the myriad of tasks that an AI powered voice assistant is capable of, the biggest use case was playing music.

Supplementary studies into user behaviour with respect to music showed that for Indian audiences, YouTube was the biggest platform for streaming music.

Hence, the creative idea was to communicate that Alexa could play any music you wished for through the medium of India’s most used music platform, YouTube.

Given its contextual nature, this campaign leveraged high volume keywords that its audiences frequently searched for.

Challenges

• Echo was about to be launched in a time when the Indian market was already flooded with smart speakers and AI assistants, this made spreading awareness and educating audiences about Alexa a challenge as the developing Indian market and audiences would skip ads in a heartbeat.

• The campaign needed to be cost-effective and not have the audience looking for the skip button.

Solution

Individuals of the target group were characterised by their affinity to stream content (music) online, a limited attention span with respect to advertising and an unfamiliarity with the category.

On the basis of research findings, it was concluded that the best way to market an AI-powered smart speaker to this audience would be by highlighting its biggest use case – that of playing music.

Also Read: #SMTrends2019 – Key AI Marketing trends for 2019 brands need to know of

• To ensure that our audiences were targeted at the very moment when they were looking for music, their most preferred music streaming platform, Youtube was looked at.

• To ensure that ads were non-intrusive, contextual pre-rolls – ads were used that were served to audiences on the basis of their search keywords.

Execution

First, a list of songs and artists was curated that were most frequently searched for on YouTube by their audience.

Then, over 1700 individual pre-rolls each contextual to the search terms entered on YouTube were created. On the basis of the keyword entered into the search bar, the campaign algorithm served a specific pre-roll to the user.

For instance, if the user searched for ‘Wild Thoughts’, they were served with an ad that played the voice command one needed to give Alexa to play the song.

Each pre-roll only featured the voice command to play the search for song, thus making each ad seem like a non-intrusive, seamless fit.

The campaign was highly scalable, lending itself to a wide range of search keywords and could be run over the entire year, capitalising on trending songs and artists.

Results

The key objective of the campaign to raise awareness for the Amazon Echo in India. According to a Google case study the ‘Alexa, Play My Song’  achieved ‘Best in class uplift in both ad recall and product awareness’.

Key Metrics:

Reach: 7Million

Lift in Ad recall: 32.6%

Increase in Awareness: 27.8%

CTR: 3% 

CPV 10 paisa

And all this with no money spent on Music Licensing.

The post Case Study: How YouTube pre roll ads made Alexa a household name appeared first on Social Samosa.

Facebook extends the algorithm changes and surveys to predict and prioritize Facebook Pages and Groups that you care about the most.

Recently, Facebook updated their algorithm with two major changes prioritizing which friends you might want to hear from and links you might consider the most worthwhile. This update adds Facebook Pages & groups to it.

These changes are further being widened with Pages and Groups. Facebook continued to survey and has updated the algorithm by using the survey results.

Few of the indicators of how much you care about a Group or a Page is how long you’ve followed it or been a part of and how often do you engage with the Page or the Group.

Also Read: Updates: Facebook disclaimer page, Live Wallpapers, and more

Similar to the last update, the changes don’t mean that you’d only see posts from Pages and Groups, it means that you’d see posts from these Pages and Groups higher up in the feed.

In context to the last algorithm update, Facebook mentioned that they would be updating their prediction models on a timely basis. Although it’s unclear if we can expect the same with these updates.

The motive of Facebook making these updates is because they believe friends are not the only reason people come to Facebook and a prioritized feed would provide a better experience.

The post Facebook to predict Pages and groups you care about appeared first on Social Samosa.

OTT platforms show tremendous monetary potential as personalisation is expected to take the wheel fiercely, the PwC report suggests. Take a look at the M & A Statistics

According to PwC’s Global Entertainment & Media Outlook 2019–2023, the Indian entertainment and media industry is expected to reach Rs 4,51,373 crore by 2023, growing at a compound annual growth rate (CAGR) of 11.28% between 2018 and 2023. The report shares detailed of M & A Statistics

“Our research shows that in the next 5 years India will see significant growth in OTT, online gaming and Internet advertising. Growth in these sub-sectors spurs from the growing trends around personalisation and increased digitalisation,” said Rajib Basu, Partner & Leader — Entertainment & Media, PwC India.

He further explained, “Today’s consumer can now control their own media consumption through an expanding range of smart devices and curate their personal selection of channels using OTT services. The soon to arrive 5G networks will create further use cases, enhance user experiences and create disruptions leading to newer business opportunities.”

Also Read:Report: Audio OTT platforms’ digital revenue increased to US$ 102.1 million in 2017

Takeaways from the report

OTT (Over-The-Top) Video: India’s OTT video market will grow at a 21.8% CAGR from Rs 4,464 crore in 2018 to Rs 11,976 crore in 2023. Subscription video on demand will increase at a 23.3% CAGR from Rs 3,756 crore in 2018 to Rs 10,708 crore in 2023.

Internet advertising: Total Internet advertising revenue for India in 2018 was Rs 8,150 crore, a 40.2% year-on-year increase from 2017. The Cricket World Cup and elections in 2019 are expected to boost advertising spends. Internet advertising is predicted to continue to grow rapidly in 2019 and beyond, and is forecast to be worth Rs 18,445 crore in 2023.

E-sports: India’s e-sports revenue is small at present but has strong potential with a calendar of well-supported events and leagues emerging. While outside sponsorship remains lower than global markets, this will see India’s e-sports sector increase at a 36.8% CAGR to the end of the forecast period.

Music & Podcasts: India’s music, radio and podcasts market was worth Rs 5,753 crore in 2018, up from Rs 3,890 crore in 2014. With streaming services finally germinating, total music revenue is forecast to hit Rs 10,858 crore in 2023, rising at a 13.5% CAGR.

Podcast listening has increased markedly in India in the past few years. Monthly listeners (defined as people who listened to at least one podcast in the last month) totalled 4 crore at the end of 2018, up a sharp 57.6% from 2.54 crore in the previous year.

Four priorities shaping companies’ strategies

As E&M companies reinvent their organisations and offerings for an increasingly personalised world, four priorities are coming to the fore.

One size does not fit all: As companies approach both markets of individuals and individual geographic markets, they are finding that it makes sense to present different options: all-you-can-eat offerings with unlimited usage in some areas, tiers of payments for different services in less developed markets, and competing on affordability.

The number of consumer touch points is expanding: As media and e-commerce experiences become more personal, gratification for consumers is becoming more instant and immediate. In response, content creators and distributors are devising new ways to appeal to consumers as individuals and marketers are figuring out how to meet consumers at the point of consumption and point them instantaneously towards purchase.

Technological innovation introduces a new era of personalised computing: Companies are leveraging AI’s ability to understand people’s individual tastes and consumption habits to offer up the content individual users find most compelling. The combination of AI with 5G will be especially powerful, as it will fuel the rapid growth of segments such as video games and VR.

Trust and regulation remain pivotal, as personal data hygiene becomes key: With consumers moving to the centre of their own world of media experiences, their personal data — from the music they stream and the news they read to the products they buy — is taking a central role. In the emerging world, maintaining personal data hygiene is becoming key to the overall health of the E&M ecosystem.

For companies, this goes beyond regulatory compliance, which is merely table stakes, and extends to building trust by behaving transparently and responsibly with customers’ data, ensuring the accuracy of news, and being sensitive to concerns around issues such as digital addiction.

Ennèl van Eeden, Global Entertainment and Media Leader and Partner, PwC Netherlands, comments:

“The personalisation wave — fuelled by evolving customer behaviour — is set to be amplified by the forces of technology, scale, and aggressive investing and competition. All E&M players must take the need to ‘know your customer’ more seriously, and marketers need to allocate their time and attention to new types of content and platforms — influencers, live events, ads inside apps and more. Companies must focus intently on their core capabilities and geographical markets, while continually scanning the horizon for new developments and regulations, and being agile in responding to technological developments such as 5G. Put simply: it’s time to get personal with consumers — or be left out of the conversation.”

The post Report: SVoD will increase at 23.3% CAGR: PwC Report appeared first on Social Samosa.