IMPACT's 40 Under Forty Agencies: Partners at Work – Part 2
IMPACT from the exchange4media Group launches the first edition of its ‘40 Under Forty’ list to recognise extraordinary achievers who are 40 years of age and below in the Indian Media, Marketing and Advertising industry
IMPACT from the exchange4media Group launches the first edition of its ‘40 Under Forty’ list to recognise extraordinary achievers who are 40 years of age and below in the Indian Media, Marketing and Advertising industry. Below are the remainder of the list of creative wizards whose innovative efforts have defined brands.
MAYOORI KANGO
Managing Director, Performics.Resultrix
Age: 40
For a generation that grew up in the 90s, the name Mayoori Kango evokes memories of a young girl walking down a beach to the tunes of the popular song, Ghar se nikhalte hi. Giving up the world of glamour, however, she moved to the US in 2005 to pursue her MBA in Marketing and Finance.
A yearning to experiment and widen her scope of learning, led her to choose marketing, and an internship at NBC proved an opportunity to experiment with digital campaigns. Kango reminisces, “The first time I understood how the auction system works and how campaigns work, I thought it was brilliant! It’s like art and science and math all in one go; I fell in love with performance marketing right there and I knew I had to do this - it was the perfect fit for me. And I have never looked back. There is order in chaos here and there is an honesty to performance/digital marketing that makes it something I really enjoy.” While in New York, she worked with organizations such as Digitas, Resolution Media, 360i.
Under Kango, Performics.Resultrix today is the Number 1 Performance Agency as per Google, in terms of a single agency buyer. She helped expand the analytics portfolio of the company by winning the Google 360 Resellers license in India. She also brought in accountability to the performance display business by launching the first Indian agency automated affiliate management system that builds in creative control and fraud detection. Moreover, she helped Performics.Resultrix win and retain prestigious business such as Zee5, Uber, Nestlé and more.
Commenting on the campaigns that she is proud of, she says, “We have had many firsts in Digital marketing with some really great clients in India. Be it the launch of Airtel’s music app WYNK, which was launched only on the Digital platform and topped the charts on then app store within two weeks; or other campaigns for Maggi, OLX, Uber, Hotstar and more, there have been some really tremendous campaigns with business success tied to it.”
Success Mantra
Be direct. Be honest. Do not apologize for getting it right.
SAURABH DOSHI
Director/Head OF Entertainment Partnerships - Asia Pacific, Facebook
Age: 39
Saurabh Doshi recently moved into a regional role at Facebook as Head of Entertainment Partnerships for Asia Pacific, covering markets like South Korea, South East Asia, China, Japan, ANZ, etc. In this role, he leads Videos & Creators, two of the most important segments for future growth across the region. A top priority for Facebook is the new video play feature called Facebook Watch for long form episodic thematic content and developing the Creators ecosystem on the platform, given that it is a social network platform with a mission to create communities.
Commenting on the future growth drivers Doshi says, “Over the past few years in multiple organizations, a lot of my focus has been on the video and language side of things. I think we are now at the tipping point of both of these, which are growing exponentially. When one looks at videos and languages from the lens of local content and the fascinating work being done by niche and local content creators across smaller towns of India, it appears that we have a revolution coming which will democratize and localize the entire media industry. This is an area which I have been investing most of my time on trying to unlock.”
Doshi was earlier Head of Media Partnerships in India and built a pan India team to work with studios, TV, celebrities and other media organizations. During his stint, Facebook India built a partnerships team working with hundreds and thousands of partners, which included developing and supporting an ecosystem of small content creators and companies and providing solutions for language and niche content. His team was also behind the launch of publishing product, Instant Articles in India, which is now used by a large number of publishers and solves connectivity and loading issues of articles for mobile users.
Moreover, FB LIVE has changed how Bollywood and the movie industry at large launches assets or announces key milestones and has established a completely new way of having first hand interactions with fans by celebrities.
Success Mantra
What we communicate and stand for as a brand, not only defines the product but also influences culture, health and mental well-being of people using those products.
MONAZ TODYWALLA
Managing Partner - Wavemaker, India
Age: 40
A key member of the leadership team at Wavemaker India, Managing Partner Monaz Todywalla currently leads the L’Oréal India business. She played a fundamental role in quadrupling L’Oreal’s digital share from 5% in 2014 to 21% in 2017.
Todywalla has been instrumental in designing and deploying customized client solutions and has played a vital role in retention of existing business. With extensive product knowledge, she has also helped pitch and raise the bar of new business wins and growth by 15%.
Some of the standout campaigns that Todywalla has worked on include the immensely popular Cadbury Dairy Milk ‘Pappu Pass Ho Gaya’ – a campaign that helped the brand make a manifold leap in brand recall, leading to higher sales numbers. Other campaigns that she is proud of working on include a campaign for Saffola – World Heart Day that struck an emotional chord and the Parachute Advanced Ayurvedic Hair Oil campaign. She also fondly recalls the ambush campaign for Vodafone during IPL 11, where the telecom major drove recall with a smaller investment, thanks to some strategic thinking by the team. Moreover, Todywalla also facilitated partnerships with internal stakeholders to create a successful campaign for Vodafone in 2017; with a team that led Vodafone to being bestowed with the ‘Client of the Year’ award at the EMVIES 2017.
Commenting on the challenges of being a marketer, she says, “In a constantly evolving consumer and media landscape, I think that the biggest challenge a marketer faces is maintaining meaningful relationships with customers. This not only means understanding the consumer, but also using data to drive relevant conversations that make the customer stick to your brand.”
Todywalla has also been part of WPP Global’s ‘Walk the Talk’ program, an initiative that empowers senior women leaders to lead the change for its people, as well as clients.
Success Mantra
Be true to your business and client.
MAYURI NIKUMBH
Design Director, Elephant Design
Age: 39 
Candid, Easyday Club, Epigamia, Fair and Handsome Laser, Indian Super League, Laban, Lacto Calamine, MTR Foods – Taste of Home range, Organic India, Paper Boat Chikki, Relaxo Footwear, Sloan’s Pain Relief, Tata Q, Too Yumm, Ultimate Table Tennis League and V-wash Sanitary Napkins – these are just a few of the names of brands that Mayuri Nikumbh, Design Director, Elephant Design launched in 2017-18. If this isn’t remarkable enough, Nikumbh, who leads all the branding work at Elephant Design, has also led award-winning work for leading brands like Britannia, Epigamia, Fingerlix, Godrej, MTR Foods, Paper Boat, PepsiCo, TATA CLiQ, Tata Salt and Voot, amongst others.
While every piece of work presents a different challenge, Paper Boat holds a special place in her heart. She says, “A special mention would go to Paper Boat – one of the few brands that took off sheerly on its packaging design, of course, backed with a unique product and brand idea. It is an ideal example of a great idea, great product and great design coming together. Design is core to Paper Boat’s growth and success, which are highly recognized and appreciated by the consumer. As a designer, it is always an innate desire to see the consumer smile with the brand experience. Through Paper Boat, it was impeccably achieved!” Recently, Nikumbh represented Elephant and India at the Asia-wide collaborative project ‘Colours of Asia’ where India’s cultural nuances was showcased through five key colours.
It has been Nikumbh’s long-time desire to work on an airline branding project. “The sheer scale and spectrum of the work involved excites me! It provides so many opportunities to create consumer delight through one brand experience. I’ve also always been intrigued by Parle-G. With such an iconic brand and packaging, that touches every segment and geography of the nation, I always wonder what its new avatar would be.”
Success Mantra
For Nikumbh, it is the smaller, local brands/services who she believes can leverage design to another level, making a much larger impact.
SHAMSUDDIN JASANI
Group Managing Director Isobar India, Practice Head Media and Programmatic Isobar APAC, Exec Sponsor AMNET India
Age: 40
In 2001, just post the dot.com bust and at a time when Digital marketing was non-existent, Shamsuddin Jasani’s interest in marketing led him to join a startup called ApnaLoan.com, turning down a lucrative job offer from Citibank. However, when he joined the firm as a management trainee, he was put into the Sales division. Within 15 days of joining, he went back to his bosses and told them that he wanted to be in Marketing and not Sales. They offered him a job in the performance marketing area of their business.
Seventeen years on, Jasani, aka Shams, who launched Isobar in India in August 2008, has grown the agency’s billing size from zero to USD 150 million, with staff expansion from a team of just four people to a 200-strong member team.
Moreover, he has overseen two successful acquisitions. Jasani also oversees the AMNET operations in India and is a Board Committee member of Dentsu Aegis Network’s Management in India, while leading the charge on Digital as a part of the Digital Council for Dentsu Aegis Network. In addition to this, he also oversees the programmatic operations for DAN in India and under his guidance AMNET has grown over 300% in the last two years. Jasani is one of the few people who has Media Owner, Agency and Client experience.
Success Mantra
Jasani has two mantras for success. The first states that we make our own luck. He has never waited for things to happen, but created his own opportunities. Secondly, it is always important to look at the big picture. You might lose some battles and take some punches, but you will always win if you have the ability to look beyond them towards a larger goal.
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Social Beat wins SEO mandate of Tata CLiQ tag rss
The account was won after a multi-agency pitch
e4m e4m Social Beat has won the SEO mandate for Tata CLiQ, one of the fastest-growing omnichannel marketplace in India. Social Beat has been entrusted with optimizing existing content, as well as launching new, optimized category pages systematically on Tata CLiQ’s platform to scale monthly organic traffic by 2x over the next year. The account was won after a multi-agency pitch and will be serviced by Social Beat’s offices in Mumbai.
Shishir Kataria, Director - Marketing, Tata CLiQ, “Shoppers, e-commerce or otherwise, continue to heavily rely on search and discovery throughout their shopping journey, be it engaging with the latest fashion trends or hunting for the best buys. No wonder a platform's ability to be a part of this journey organically drives significant consideration for it amongst potential shoppers. We, at Tata Cliq, are confident that Social Beat will help us develop and optimise content that is highly discoverable to grow our engagement and revenue. Our goal continues to be to drive more and more shoppers to our platform with optimised and curated products and relevant content.”
Vikas Chawla, Co-Founder, Social Beat said, “We are thrilled to partner with Tata CLiQ in their growth journey. We aim to scale traffic to the Tata CLiQ platform manyfold over the next year. Our team of specialised SEO and Content strategists will be working closely to achieve this”
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ShareWill OOH dazzle this festive season?
As the celebrations begin, experts tell us the trends and challenges for the OOH sector this season
Be it the flower-clad taxis in Mumbai for Made in Heaven Season 2 promotion or Zomato’s ‘kheer mangoge kheer denge’ billboards, India's OOH advertising sector has undergone substantial transformation and expansion in the recent years. Even though the medium was severely hit during the pandemic years, it has now managed to rebuild its status. Now, with the onset of the festive season, elections and the cricket world cup, OOH is expected to see more and more advertisers come on board.
Amarjeet Hudda, Chief Operating Officer, Laqshya Media Group, believes most of the clients spend a lot of money during the festive season, especially for Durga Puja, Dussehra and Diwali, targeting their customers in a festive mood. The categories that spend heavily during these months are Auto, Consumer Durables, Real Estate, Organised retail, and E-commerce.
According to Dipankar Sanyal of Platinum Outdoor, there was a huge surge in the festive season last year, and he expects the same this year too. “Last four to five years have turbulent for outdoor. It was picking up in 2019, but then Covid came and everything went flat for two years,” he mentioned.
According to EY-FICCI’s M&E Report 2023, OOH media grew 86 percent in 2022 to Rs 37 billion. The value includes traditional, transit and digital media, but excludes untracked unorganised OOH media such as wall paintings, billboards, ambient media, storefronts, proxy advertising.
Sharing the brand’s perspective, Shivam Ranjan, Head of Marketing, Motorola-APAC, said, “We are going into this festive season with a strong mix of media, including OOH. Within OOH, we are focusing on digital OOH, due to its capability of programmatic serving, measurability, and near real-time insights that allow us to be agile with the communication and optimisation of our campaigns.”
With urbanisation, improved infrastructure, rising consumerism and an increased spending power, clients' expectations from OOH advertising too have evolved. “The clients expect better ROI on every investment, best in class innovations, tech-led planning and execution. Today, technology plays an important role starting from planning the campaign, to measuring metrics to ROI,” Singh explained.
Another trend that Sanyal has observed is that traditionally advertisers looked at spending on OOH nearly two weeks prior to the festivities, but now, most advertisers have now started advertising a week earlier so that they can get maximum eyeballs. Additionally, the digital OOH advertising (DOOH) has also emerged big. The digital OOH screens increased to around 100,000 and contributed eight percent of total segment revenues.
“Now with digital, there is more space for advertisers to come in one frame. Because of this, you can see it is getting more attractive. The innovations too are coming in at a much lower cost and creating a greater impact,” shared Sanyal.
The only challenge with the medium, according to Ranjan, is OOH being a fragmented industry with lack of measurability and agility. This becomes a serious issue for ROI-centric brands. However, the growth of DOOH, which is dynamic, agile and measurable, is giving marketers the confidence to invest in the medium backed by relevant data and outcomes.
Adding to this, Hudda highlighted that availability of good media spots is the biggest challenge in this season as media assets are limited and demand is very high. Due to the gap in the festive season, many clients are not able to fully optimise their campaigns. Rather sometimes, clients are even compelled to divert their budget which adversely impacts the industry, he shared.
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Banking on positive consumer sentiment: BFSI optimistic on doubling festive AdEx : Cache
Some categories within the sector, however, may spend more in the quarter that follows the festive season
The BFSI sector is expecting a surge in demand for loan during the festive season and is looking at increasing its ad spends to cash in on the celebration spirit. Industry leaders say they are hopeful of witnessing a good growth in the number of applications for auto loan, home loan, credit card and health insurance during October, November and December due to positive consumer sentiment this year. However, though most of the BFSI players are planning to double their advertising budget this time compared to the previous year, there are some who are not investing too heavily on marketing during the festivals as they plan to save the money for the fourth quarter.
According to Shailendra Singh, MD & CEO, BOB Financial, they witness incremental growth every year during the October-December quarter, and they anticipate an increase in consumer spending as well as new enrolments for cards this year too. “There remains a surge in customer demand for credit during the festive season,” said Singh.
Singh shared that the company is fully geared up for the launch of #FestiveShoppingRewards on all Bank of Baroda credit card variants under the theme ‘Reimagine Festivities’. They would kickstart festive offerings with the start of Navratri.
The festive season does not just see the demand for credit go up, but there is an increase in applications for health and motor insurance too during this time of the year.
Aabhinna Suresh Khare, Chief Digital & Marketing Officer, BajajCapital Ltd, shared that among insurance products, health insurance and motor insurance reign supreme during festivals. According to Khare, the demand for mutual funds and SIPs too sees a hike.
“Overall, the festive season presents an opportune moment to secure insurance coverage. A plethora of attractive products and services are on offer, with financial institutions extending special discounts and promotions to entice new customers,” said Khare.
The company launched #BlessMeGanesha campaign during Ganesh Chaturthi. “Our goal for this festive season is not only to provide financial solutions but also to create memorable experiences and deepen the connection with our customers,” said Khare.
Though all major sectors spend heavily on advertising during the festive season, within the BFSI sector, some categories spend more in the quarter that follows the festive season.
Explaining the trend, Samir Sethi, Head of Brand Marketing, Policybazaar.com, said that the festive season has varying impacts on the BFSI sector. In the banking sector, for instance, the demand for loans surges as many individuals purchase items and undertake home renovations. Conversely, in the insurance category, the festive season doesn't result in significant changes. Instead, the insurance industry experiences its peak season after the festive period, particularly during the fourth quarter of the financial year.
“As the festive season approaches, there is a noticeable increase in car sales though, leading to a surge in the demand for motor insurance. Consequently, we see a significant uptick in the requests for motor insurance policies. During the festive period, there is an upswing in demand for various categories, such as electronics. However, in the insurance sector, this period doesn't significantly affect us, so we don't run specific campaigns targeting festivals. Nevertheless, we do roll out multiple campaigns throughout the year, and some of them may coincide with the festive season,” said Sethi.
According to the TAM AdEx report on BFSI sector across media for H1, the advertising volume of the sector grew on TV, radio and digital, but declined in the print medium. The report indicated that ad impressions on digital saw 91% rise during Jan-Jun '23 over Jan-Jun’22. The increase was 32% for radio and 4% for TV. The ad space of the BFSI sector decreased by 7% in print.
Speaking on media mix, Singh shared that BOB Financial has a good mix of customer segments belonging to Tier I, II and III. So, understanding their needs and preferred form of media channels, the company will reach out to them through relevant media promotions. “For the easy discovery of our offers, we shall have a dedicated offers page with regular promotion of top offers on our social media and other digital channels,” said Singh. Without disclosing the figure, Singh shared that the company’s promotion budget has surely increased from last year and it will be visible through their multi-channel promotional activities.
According to the TAM report, in the BFSI sector, life insurance is the leading category on TV and radio whereas mutual funds is the top category on digital.
Khare highlighted that in recent times, Bajaj Capital has observed a significant growth in audiences on online platforms and the changing preferences of their clientele. “This observation led us to recalibrate our marketing approach, placing a heightened emphasis on digital avenues,” said Khare.
He further added, “Our promotional efforts are primarily digital-focused, accentuating areas like social media engagement, search engine outreach, content-driven marketing, and targeted online advertising. As we approach the festive season, we've fine-tuned our online approach. By harnessing the insights from data analytics, we aim to grasp our clients' needs and inclinations better, ensuring our content is both tailored and pertinent.”
Khare also mentioned that Baja Capital has doubled its advertising budget compared to the previous year.
“This increase in our ad spend signifies our confidence in the opportunities this festive season presents. This impressive surge in our budget allocation underscores our dedication to maximizing the potential of this festive season and driving significant expansion within our business. We firmly believe that this increased investment in advertising will not only elevate our brand presence but also lead to an exceptional uptick in customer engagement and sales.”
For Policybazaar.com, the media strategy primarily involves a blend of television and digital platforms, an approach that has remained consistent in recent years and is expected to continue in the foreseeable future.
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OMD appoints Dileep Raj Singh as Head of Digital for APAC
Singh will report to Charlotte Lee, CEO of OMD APAC
OMD has added a Head of Digital (HOD) to its Asia Pacific (APAC) regional leadership team with the hiring of Dileep Raj Singh.
Singh is a digital native and brings with him a wealth of experience across product, media agency and client side in APAC, North America and the United Kingdom. His last 10 years have been spent building diverse digital marketing teams covering areas like performance marketing, digital media planning, ad/martech, product marketing, branding and measurement.
As HOD, he will accelerate OMD’s digital leadership agenda, rooted in helping clients address their business challenges and digital ambitions. He will be supporting OMD’s local teams in APAC on operational excellence, and digital transformation frameworks and roadmaps; and the development and implementation of our digital leadership agenda. He will also be working hand in hand with both our regional and global networks to initiate complementary workstreams for our clients in APAC.
“We will continue to invest and win in digital as part of our wider goal to be our clients’ most trusted business transformation partner,” said Charlotte Lee, CEO of OMD APAC.
“It is our global ambition to continue our leadership position in digital, data and technology. In line with this ambition, we are excited to have Singh come on board the OMD APAC leadership team. His background of agency, in-house and start-up experience position him perfectly to understand and address our clients’ business needs,” added Lee.
“Digital media and access to our audience, as we know it, is changing quite rapidly around us. This puts most of us in a delicate but remarkable position, a position from which we can shape and contribute to conversations about the next evolution of digital media. As we embark on this journey, I want to leverage the strength of the OMD network – people, technology, data, tools and platforms – to help our clients pivot and navigate through all the new and evolved possibilities in digital media. With this, I aim to position OMD as an unrivaled partner for our current and future clients; to dominate and succeed in this incredibly competitive and multifarious digital realm,” said Singh.
Singh will report to Lee, and work closely with the team including Chief Strategy Officer (CSO), David McCallen, and Chief Client Officer (CCO), Sadhan Mishra, to drive and support APAC local markets as well as regional clients on digital, data and technology needs.
Mishra was promoted to CCO of OMD APAC recently in June 2023. He will continue to be CEO of OMD Singapore, a position he was promoted into last August. Mishra has been with OMD for over 13 years and in his concurrent new role as CCO, he will focus on key client relationships, understanding their business needs and ensuring we remain a critical partner on their transformation journeys.
McCallen was elevated to the role of CSO of OMD APAC in April 2022, and was previously the CSO of OMD New Zealand for five years where he helped the agency to attain the top place in the market for new business, overall billings and award wins. Since starting in the APAC role, his focus has been on connecting and elevating strategic best practices across the region, building capabilities across a range of strategic outputs, and supporting new business growth both regionally and locally.
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Chandrayaan 3: Brands over the Moon
Some of the best moment marketing posts on India's crucial lunar mission
The nation is in a celebratory mood with its moon mission Chandrayaan 3 making its smooth landing on the lunar surface on the evening of August 23, 2023. The Pragyan rover is in pursuit of discovering water on the moon and is a vital feat for India's ambitious space research.
To celebrate this momentous episode in Indian space research history, netizens have taken to the internet to express their excitement, hopes and fears for the nation's lunar mission. Joining them are brands who have crafted creatives to mark the historic occasion and capture the emotions of the nation who have their eyes set on the moon. Here is our pick of some of the best Chandrayaan 3-moment marketing posts.
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BCCI rakes in Rs 4670 cr in Women's Premier League team auction: Jay Shah 26 Jan
WPL has broken the inaugural auction record of Men's IPL in 2008, tweeted Shah
As expected, Wednesday turned out to be another historic day in Indian women's cricket with BCCI having a windfall gain of Rs 4,600 crores by auctioning five team franchises for the first season, a higher sum compared to what men’s IPL franchises offered to the cricket body during the launch in 2008.
Adani, IndiaWin Sports, Royal Challengers, GSW- GMR cricket and Capri Global have won the bid, BCCI secretary Jay Shah tweeted.
Shah shared in a series of tweets, “Today is a historic day in cricket as the bidding for teams of inaugural #WPL broke the records of the inaugural Men's IPL in 2008! Congratulations to the winners as we garnered Rs.4669.99 Cr in total bid.”
“This marks the beginning of a revolution in women's cricket and paves the way for a transformative journey ahead not only for our women cricketers but for the entire sports fraternity. The #WPL would bring necessary reforms in women's cricket and would ensure an all-encompassing ecosystem that benefits each and every stakeholder.”
“The @BCCI has named the league - Women's Premier League (WPL). Let the journey begin…”
The country's top corporates had bid aggressively for the league. Over 16 groups including IPL franchise owners, Adani group, Torrent and Haldiram were believed to be in the fray.
Given the popularity of IPL in India, the event is touted to be a big draw for all stakeholders involved.
The BCCI was reportedly expecting ₹4,000 crore gain through team auction.
It’s noteworthy that Viacom18 has won the Women's IPL media rights for Rs 951 crore for the next five years creating euphoria around the league whose first season will be held in March.
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