25 February 2021 04:44

MediAvataar's News Desk

MediAvataar's News Desk

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Tuesday, 09 February 2021 00:00

RMAI unveils ‘Decoding Budget for Bharat’

Thoughts by experts on what Budget-2021 has for rural India

The Union Government on 1st of February 2021 presented the first ever digital budget of the country and it was expected to lift and give an impetus to the Indian economy that has been battered due to strict lockdown in the country because of the global pandemic.

Rural Marketing Association of India has taken the initiative to put together thoughts and views by a panel of leaders who are experts in the rural domain. At this juncture, when everything is heading towards a new normal, RMAI’s ‘Decoding Budget for Bharat’ takes a look at what is ‘New’ in this Union Budget for Rural India.

The collated document of thoughts from stalwarts of the industry includes reactions from Mr. S Sivakumar, Group Head – Agri & IT Businesses, ITC Limited; Mr. Harish Bijoor, Brand Guru and Founder, Harish Bijoor Consults Inc; Mr. Puneet Avasthi, Senior Executive Director, Kantar; Mr. Sanjay Kaul, Founder and CEO, Impact Communications; Mr. Anurag Vohra, Senior Vice President and India Business Head, Kirloskar Brothers Limited; Dr. Anup Kalra, Director- Corporate Affairs, Ayurvet; Mr. Veerendra Jamdade, CEO, Vritti Solutions Ltd; & Mr. Pradeep Lokhande, Founder, Rural Relations on topics including Agriculture & Live stock, Infrastructure & Consumption, Atmanirbhar Bharat, rural media & economy.

Speaking about the document, Mr. Biswabaran Chakrabarti, President, Rural Marketing Association of India (RMAI) said, “We are about to come out of the worst pandemic that the globe has ever seen together. We will be completing a year soon since it all started. At this juncture, when everything is heading towards a new normal, we, the rural marketing fraternity, are keen to see what is the ‘New’ in this Union Budget for Rural India. At RMAI we have taken a humble initiative to put together thoughts and views by a panel of leaders, who are experts in the rural domain. My heartfelt gratitude to our senior members, our advisory council and close associates of RMAI who have come forward to pen down their thoughts.”

From the announcement of the much awaited Global Content Festival winners to the premiere of Lahore Confidential–here’s all that one can look forward to, this February!

First-ever league format non-fiction music show - Indian Pro Music League to kick off on February 26 with Salman Khan is the brand ambassador

ZEE5 Global, the largest OTT platform for South Asian content has announced a massive line-up of new releases for February across Originals, television shows, and non-fiction shows to keep its audiences across the world completely riveted.

The slate was kicked off with the World Premiere of ZEE5 Original Lahore Confidential on February 04, a thrilling love story of two spies. Created by India’s most prolific crime writer S.Hussain Zaidi, the film marks the directorial debut of Kunal Kohli in the OTT space. Lahore Confidential stars a powerful ensemble trio of Richa Chadha, Karishma Tanna and Arunoday Singh.

Next up, a crime thriller series that unfurls in a hospital. The ZEE5 - ALT Balaji venture, LSD releases on February 05. Starring Rahul Dev, Puneet Pathak, Siddarth Menon, Shruthy Menon, Tanaya Sachdeva and Srishti Rindani, the series is based on the lives of five medical interns.

Leads from the blockbuster digital hit, ZEE5 Original Yaara, Vidyut Jammwal and Shruti Haasan are getting back together in the upcoming thriller, The Power. Packed with drama, suspense and adventure, The Power is slated to release on February 11.

Starring an ensemble cast of popular young Indian television stars, Anushka Sen, Kunj Anand, Aditi Sharma, Rohan Mehra and Zain Imam, Crashh, another ZEE5 – ALT Balaji joint venture, will stream on the platform from February 14. The family drama essays the heart-warming story of four siblings who get separated during a fateful accident, and their journey to find each other.

Based on Sarat Chandra Chattopadhyay’s novel, the ZEE5 – ALT Balaji series Dev DD will roll out its second season on February 20. Conceptualized and produced by Ekta Kapoor, DevDD casts Jhankar Beats star Sanjay Suri metamorphically in the shoes of Chandramukhi.

Promising a thrilling ride after a successful pilot season, Ravi Dubey, Nia Sharma and Achint Kaur will return in ZEE5 Original series Jamai 2.0, a sequel of the widely loved drama thriller Jamai Raja, on February 26.

ZEE5 will also announce the winners to their Global Content festival which attracted a massive aggregation of entries across languages from multiple markets. The festival aims to give a platform to young and new film makers to showcase their potential. The winners of the Festival are expected to be announced by the end of this month.

Along with this, the entertainment giant will stream the first-ever league format non-fiction music show - Indian Pro Music League. Set to kick-off on February 26, Salman Khan is the brand ambassador of this star-studded show. The League will see six teams supported by some of the biggest Bollywood and sports celebrities and the most revered musicians battling out to find fresh voices from the various states of the country. The musical extravaganza will have teams led by the likes of Mika Singh, Shaan, Ankit Tiwari and Kailash Kher and supported by celebrities such as Rajkummar Rao, Shraddha Kapoor, Govinda, Riteish Deshmukh & Genelia, Bobby Deol and Suresh Raina.

As part of its massive language content and On Air Shows line-up -

Watch Zee’s latest blockbuster TV Show Teri Meri Ikk Jindri, a romantic drama set in Punjab, which released recently and has already won much praise from audiences.

ZEE5 Original Singa Penne Season 1 Part 2 continues the story of a Tamil girl who falls in love with a soldier and decides to cross every hurdle to join the military herself. The second part of Singa Penne will premiere on February 09, while another ZEE5 Tamil Original series, Thantu Vitten Ennai, returns with Season 2 on February 16. The romantic drama series starring Ashwin, Hari Priya and Seetha is a remake of the popular Marathi series, Honar Sun Me Hya Gharchi. The streaming platform is also set to launch its first Tamil non-fiction music show – Rockstar from February 14.

Another stirring drama, Rimli, a story of a kind-hearted and strong-willed village belle will release on 15th Feb. A Zee Bangla fiction TV show, Rimli celebrates the unsung heroes of the nation- the farmers.

Among the set of specials for the month, the platform will stream the ZEE Tamil Special Mahasangam – an exclusively curated list of content including titles - Neethane En Ponvasantham – Suryavamsam Mahasangam, Yaaradi Nee Mohini – Gokulathil Seethai Mahasangam, and Yaaradi Nee Mohini – Sembaruthi Mahasangam.

Among its Marathi line-up, ZEE5 is set to bring to you an exciting list of shows including Maharashtrachi Lavanyavati released on 31st Jan and a Wedding Special Programme, Majha Hoshil Na.

Celebrate Valentine’s Day with ZEE5’s collection of Valentine’s Specials that include TV shows, Originals and movies with different themes of LOVE such as Unconditional Love, Complicated Love, Love Triangles, , Friendship Love, Mysterious Love, Action Thriller Romance, Romantic Comedy and Family Love.

• Growth in beauty and personal luxury advertising will remain below market average in 2021 and 2022

• Digital advertising spend to be 19% higher in 2022 than in 2019

• France and India to lead recovery in 2021 and 2022

Decreased consumer demand for cosmetics and fragrances amid continued social distancing will restrain the recovery in beauty and personal luxury advertising to 1.7% in 2021, according to Zenith’s Business Intelligence – Beauty and Personal Luxury report, published today. This is below the 4.4% growth rate for total adspend in the 11 key markets included in the report.* Beauty adspend will total US$7.5bn across these markets in 2021, and then rise to US$7.7bn in 2022, growing by 2.6%, compared to 4.5% for the market as a whole.

Beauty and personal luxury adspend fell roughly in line with the market in 2020. The sharp drop in spending on cosmetics and fragrances as people stopped meeting in person was mitigated by continued demand for both hair and skin care. With hairdressers and salons harder to reach, consumers took hair care into their own hands at home. Skin care, meanwhile, benefited from the heightened desire for health-enhancing products during the pandemic.

During the recovery, though, overall demand for beauty will not change much as consumers remain reluctant to return to their pre-pandemic habits, reducing sales of cosmetics and fragrances in particular. Most beauty and personal luxury brands will not raise budgets substantially, and will be more likely to redeploy spending from underperforming channels instead.

Better environments and ecommerce help digital compensate for declining reach of magazines and TV

Beauty and personal luxury brands spend much more of their budgets on magazines and TV than the average brand. Beauty, the quintessential category of appearance, thrives on its ability to create emotional connections through imagery in a high-quality environment. Zenith estimates that in 2020 beauty brands spent 18.3% of their budgets on magazines advertising, 4.3 times more than the average brand, and 42.2% on television, 1.6 times more than average. But these media are becoming less effective as their reach continues to decline and the scarcity of their audiences pushes up prices.

Beauty and personal luxury brands have been relatively slow to adopt digital advertising, spending 34.1% of their budgets digitally in 2020, compared to 53.1% for the market as a whole. This is a result of the historic lack of premium digital environments that support the high-quality brand imagery that beauty and personal luxury brands need to convey. It is also due to the difficulty the beauty industry has had adapting to ecommerce, because consumers feel the need to sample and try on beauty products in person before committing to a specific product. According to Euromonitor International, 11.8% of beauty and personal luxury sales were through ecommerce in 2019, compared to 13.2% for the market as a whole.

However, technologies like video-on-demand and connected TV, and social platforms like Instagram and TikTok, are creating new premium environments that showcase beauty and personal luxury brands effectively. Brands have also greatly stepped up investment in their ecommerce offerings since the start of the pandemic as a matter of necessity, as bricks-and-mortar retail sales shrank. Digital channels are therefore becoming more valuable for both brand and performance advertising.

Zenith estimates that the beauty category increased its spending on digital advertising 2.8% in 2020, despite the pandemic. This was twice the 1.4% growth rate of digital advertising across all categories, as beauty and personal luxury brands began to compensate for previous underinvestment. Zenith forecasts average growth of 5.9% a year in digital advertising between 2019 and 2022. Beauty and personal luxury adspend on all other media will decline over this period, by between 1.2% a year for TV and 12.4% a year for magazines.

“Beauty brands were forced to accelerate their ecommerce strategies in 2020, some pioneering the use of virtual and augmented reality to allow consumers to try on and model products online,” said Christian Lee, Global Managing Director, Zenith. “Continued innovation in ecommerce technology to improve the consumer experience will be key to unlocking brand growth for 2021 and beyond.”

France and India to lead beauty and personal luxury adspend growth

Zenith expects France to be the best-performing beauty ad market over the next two years, growing by 13.3% a year on average. That’s a reaction to the depth of its decline in 2020, when beauty brands cut budgets by 32.9% whole. The market will start to recover quickly from this reduced base in 2021, but is still expected to be 13.8% lower in 2022 than it was in 2019, compared to the 3.6% average drop across all eleven markets over this period.

India, by contrast, is forecast to grow as a result of strong consumer demand. Beauty adspend was stable in India in 2020, and is forecast to grow at an average of 7.6% a year as more consumers take up the habit of regularly buying beauty products. Beauty and personal luxury adspend in India is forecast to be 15.2% higher in 2022 than it was in 2019.

Demand will recover more slowly across North America and the rest of Western Europe, leading to annual growth in beauty adspend of 1%-2% a year in Canada, Germany, Italy, Spain, the UK and the US.

“Growth in beauty and personal luxury advertising will lag behind the market while consumers remain cautious about travelling in public and meeting in person,” said Jonathan Barnard, Head of Forecasting, Zenith. “But by investing in digital technology that embeds ecommerce into the heart of their operations, brands will prime themselves for more rapid growth when demand picks up.”

Beauty and personal luxury is defined as the combination of four sub-categories: cosmetics, fragrances, hair care and skin care.

Effie Asia Pacific is delighted to introduce Alex Lubar, President of McCann Worldgroup Asia Pacific and Erica Kerner, SVP, Head of Marketing Strategy & Partnerships, Commercial at ONE Championship, as the first two Heads of Jury for the APAC Effie Awards 2021.

No strangers to the Effie Awards, they will lead and moderate the judging sessions to uncover the gems that Asia Pacific has to offer.

As President of McCann Worldgroup Asia Pacific, Alex leads an organisation of 3,200 people across 12 markets that represent one of the largest, fastest-growing marketing regions of the world. Based in Singapore since 2019, he is responsible for driving the world’s most effective marketing solutions network to deliver total integration at scale in all aspects of business communications for brands and companies at the local, regional and global level.

Alex previously served as CEO of McCann London. Under his leadership, the agency featured in the list of Top 10 agencies in the world by the Gunn Report. Prior to this, Alex was Global CMO for McCann Worldgroup, based out of New York, where he oversaw all integrated new-business activity.

McCann Worldgroup has topped the Global Effie Index for the past three years. In 2018, it was awarded the Agency Network of the Year accolade at the APAC Effie Awards, contributing to its #1 ranking in the Asia Pacific region for the 2019 Effie Index.

On his appointment, Alex said “I am delighted to be appointed Head of Jury for this year’s APAC Effie Awards. In this challenging time, demonstrating marketing effectiveness has never been more important, as we partner with our clients to navigate the path ahead. I’m looking forward to reviewing all the entries, seeing inspirational work that delivers real results and celebrating the most effective works from across our region.”

Erica has more than 20 years of marketing experience in Asia Pacific and is currently SVP, Head of Marketing Strategy & Partnerships, Commercial at ONE Championship – Asia’s largest Sports Media Property. She actively contributes to the World Economic Forum as a Council Member, Global Future Council on Media, Entertainment and Sport and is also a founding steering board member and Chairman of The Marketing Society Asia Pacific.

Formerly Vice President of Marketing and Communications for Tiffany & Co. Asia Pacific, Erica was responsible for all aspects of Tiffany’s marketing and communications planning, strategy and implementation across all retail channels and all Asia Pacific countries. She previously held a similar position at Ralph Lauren.

Erica worked for adidas as director of both London 2012 and Beijing 2008 Olympic Games. Before joining adidas, she was with Special Olympics China, J. Walter Thompson Shanghai, Nike and Bates Advertising.

Commenting on her appointment, Erica said, “I am truly honoured to be a Head of Jury for this year’s APAC Effies. I have always viewed the Effies as a global symbol of marketing achievement and brand building. 2020 was a particularly challenging year for Marketers but I look forward to championing the most effective ideas and campaigns at this year’s awards to show that brave and bold marketing can achieve great success for brand and business goals.”

The APAC Effie Awards is one of the industry’s most prestigious awards and the gold standard for marketing effectiveness globally. Coveted by both agencies and their clients, it continues to champion marketing excellence by awarding the most effective marketing communication works from across the region.

Analysis and lessons from the winning work

WARC, the global authority on marketing effectiveness, has today released an insights report examining current effective marketing trends following an analysis of the winning case studies from the 2020 IPA Effectiveness Awards, an international biennial competition rewarding campaigns that link marketing effectiveness to business success.

Kay Heenan, Marketing Manager, Effectiveness, IPA, commented: "In these tough times, justifying marketing spend to the boardroom is more vital than ever. Which is where the Effectiveness Awards play a vital role - in winning such an accolade, these agencies and clients have demonstrated robust proof of the payback and power of their marketing communications. We are therefore delighted to team up with WARC to showcase the lessons from the 2020 winning case studies to elevate industry learning and fuel future effectiveness."

Chiara Manco, Commissioning Editor, Case Studies, WARC, says: "We've analysed the metadata of the winning entries to establish themes and trends to help advertisers, agencies and media owners have a more in-depth understanding of what typifies effective advertising.

"Included in the report are many winning cases studies showcasing short- and long-term activations that build a brand or deliver short-term goals, both of which will help marketers rise to current challenges."

The key insights from the winning campaigns of the 2020 IPA Effectiveness Awards uncovered by WARC are:

1. Both short-and long-term activations can sustain the brand and deliver gains: marketers must think holistically and not position brands against performance but alongside it.

2. Challenger thinking is being adopted by brands of different shapes and sizes. It no longer remains confined to young upstarts.

3. Consistency is key to long-term brand growth, though can be more effective if given a twist. For instance John Lewis finding a new spin on 'thoughtful gifting' every Christmas.

4. Robust data to facilitate decision-making, a commitment to brand creativity and an effectiveness culture are vital to closing the board-brand rift.

5. Distinctive assets can work harder for brands at a time when budgets are shrinking.

6. Best practice is relative to factors such as brand size, audience and goals. Smaller brands, for example, can afford to be more experimental as they grow. Considering these components ensures the most effective selection of channels.

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