Rediffusion YR bets on BAV to connect with clients
Brand Asset Valuator has mapped 1350 brands in India, allowing Rediffusion to offer more to existing clients & create opportunities to meet new ones
The BAV (Brand Asset Valuator), touted as the most powerful tool in Y&R’s (Young and Rubicam) global arsenal, has finally made way, in its true form, to India. The move is seen as a significant step from Rediffusion YR in establishing itself as an agency to reckon in the Indian advertising ecosystem.
The BAV is used worldwide by leading marketing companies for diagnostics and understanding a brand. The proprietary tool was first unveiled in the United States in the mid 1990’s by YR and has since become a strong offer from Y&R. It is conducted annually in over 50 countries. India too would be conducting the BAV on an annual basis.
To attain the same rigour and expertise as elsewhere in the world, the Indian BAV study, undertaken by Rediffusion YR, covered 4800 respondents, over 100 categories and more than 1350 brands. Y&R global teams worked with Rediffusion YR to finally process the data and arrive on detailed brand insights.
The BAV essentially diagnoses brand health, the imagery that it has, the archetypes that a brand is part of and whether the brand architecture is in line with the company’s vision and future readiness. It tells a brand about consumer segments that are loyal to the brand and it can also help in carving out loyalty strategy for a brand. BAV can educate a brand on its placement viz-a-viz the category it competes in and the mindshare that the brand enjoys.
A deeper look into BAV in fact brings out a more strategic consulting side to it and to the conversations it can have with clients. BAV can guide a brand into other power brands that it can partner with to create a more robust platform to connect with its consumers. It can also advise brands on the kind of celebrity it should get to endorse itself. BAV can also advise on the areas and growth opportunities that brand can venture into and the success rate it can attain in new product extensions and categories.
While BAV is a very strong differentiator for Y&R globally, and the Rediffusion YR office is hopeful that the same will come in place in India too, one of the biggest challenges facing Rediffusion YR would be how BAV can also work on clients that are not in the agency’s fold.
Gautam Talwar, Chief Strategy Officer at Rediffusion YR explained that the proprietary tool had guidelines around the exclusivity clause on who it can go it or not but he asserted that while BAV’s first benefit is to existing clients, it also would be a tool that can assist non-Rediffusion YR clients.
An entry point
One of the biggest advantages of BAV will be its ability to allow Rediffusion YR to connect with new clients. In a conversation with exchange4media, Gordon McLean, Global Managing Partner, Young and Rubicam Group explained, “I would say that in every one of our offices, everywhere in the world, we have probably started a discussion and ended it as an actual client relationship. I am hopeful for this in India as well. The first reason we do this is for our own clients so we have deeper insights that can help a client’s businesses and add more value to them. But it is also the most powerful new business tool that Y&R has ever had.”
McLean is convinced that BAV’s strength comes with its deep focus on brands. He said, “The most important thing that clients have is brands and they are looking for insights into their brands. BAV gives us an opportunity to have a point of view and a perspective on the brand. For us, as an agency, it is a powerful tool because it differentiates us. I believe the same will apply to Rediffusion YR too because this takes the conversation to a level that is more about insights and intellect in comparison to some of the more common conversations that can transpire between an agency and client.”
Rediffusion YR’s steps to augment BAV will continue in days to come. Some specific plans have been put in place for next week when a team of two from Y&R’s New York office comprising Y&R’s lead research strategist and lead BAV analyst would spend a week in Rediffusion YR offices. Everyone from the planning group would delve deeper into BAV so that all analytics can be done in India post that and the teams become conversant enough to absorb BAV as tool in its day-to-day planning for clients.
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The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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