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<ul><li><keyword id="6245082" type="UNKNOWN" weightage="20" keywordseo="ZEE5">ZEE5</keyword> welcomes <keyword id="177768" type="PERSON" weightage="20" keywordseo="Anita-Nayyar">Anita Nayyar</keyword>, Jayesh Easwaramony and Dhruvadeep Roy to lead and drive next stage of Ad:Tech growth</li><li>Anita and Jayesh will work closely with the recently hired, <keyword id="9207258" type="UNKNOWN" weightage="20" keywordseo="rajeev-dhal">Rajeev Dhal</keyword>, Chief Revenue Officer, to script the next chapter of growth for the platform.</li></ul>To strengthen its AdTech team in India, ZEE5 has on-boarded three industry veterans led by Anita Nayyar, EX-CEO of Havas Media Group, India &amp; South East Asia, Jayesh Easwaramony, a seasoned Entrepreneur and an expert in the tech and media world known for his ability to scale businesses and Dhruvadeep Roy, who formerly was the Head of Digital platforms at DAZN. These new hires along with the current ZEE5 team will be spearheading and responsible for paving the next phase of ZEE5’s advertising business growth. An industry veteran, Anita Nayyar, in her new role as Head of Customer Strategy and Relationships, will help build the Agency-Partner eco-system for ZEE5 India Business. In her expansive career spanning over 20 years, Anita has been instrumental in driving strategic business development, client relations and creative narratives for brands across her stints at varied Indian and Global firms. An alumnus of IGNOU in Masters in Management, she has been responsible for driving growth at Havas Media Group as the CEO India &amp; South East Asia. She has been acclaimed and received accolades on various platforms over the years for her leadership and achievements. While Jayesh Easwaramony joins ZEE5 as a Consultant for Ad:Tech to drive all advertising, user data and audience related initiatives, right from strategy to implementation with vendors and product teams. He has been an integral part of the team that has been instrumental in building the Ad:Tech Capabilities of ZEE5 India. Prior to this, Jayesh was responsible for driving the APAC business of Softbank invested in advertising firm InMobi for several years and helped scale their business manifold, from setting up the Asia team to creating deep partnerships with advertisers. He brings with him vast expertise in digital advertising and data monetization. With over 20 years of experience in TMT, he has worked both as a consultant and executor in companies such as Frost and Sullivan, Tata Sky, Star India and Tata Group. The third leader, Dhruvadeep Roy who joins ZEE5 India Product Team as Director Product – AdTech, will be responsible for leading all the product initiatives within AdTech and help ZEE5 move towards building a Self-Serve platform. He brings with him an array of experience spanning over 16 years and was leading the Platforms and Product at DAZN Sport Streaming Service across the UK, US, Canada and APAC in his previous avatar. He has also worked with streaming services such as SoundCloud, Xbox in Microsoft and Apple Music. Dhruvadeep holds a BSc in Business Administration majoring in Digital Media from the University of Bedfordshire. Originally from Mumbai, he has lived in Kolkata and has been living in the UK since the last 22 years. Commenting on the new appointments, Tarun Katial, CEO, ZEE5 India said , “I am ecstatic to share that ZEE5 has already taken a step towards flagging-off its next phase of growth by welcoming three acclaimed leaders of the industry to lead the advertising tech business. I welcome Anita, Jayesh and Dhruvadeep to the ZEE5 team and I am confident that their experience will further enable ZEE5 to achieve even greater heights. This current strengthening of our leadership team is line with a clear focus to build a robust digital advertising eco-system like no other.” Anita and Jayesh will work closely with the recently hired, Rajeev Dhal, Chief Revenue Officer, to script the next chapter of growth for the platform.

Havas Media Group's Anita Nayyar joins ZEE5 to strengthen its Ad tech offering

<ul><li><keyword id="177768" type="PERSON" weightage="20" keywordseo="Anita-Nayyar">Anita Nayyar</keyword> has been a part of the network for 13 years.</li><li>In 2018, Nayyar was promoted to CEO of Havas Media Southeast (SEA) Asia on the back of an accelerated growth strategy in the region, in addition to her role as CEO of <keyword id="2928940" type="COMPANY" weightage="20" keywordseo="Havas-Media-India">Havas Media India</keyword>.</li><li>She is moving on from the agency to pursue other interests. <keyword id="138476" type="PERSON" weightage="20" keywordseo="Mohit-Joshi">Mohit Joshi</keyword> will take on her role once she leaves the group at the beginning of May 2020.</li></ul>After 13 years with the network, Anita Nayyar CEO of Havas Media India and Southeast (SEA) Asia, is moving on from the agency to pursue other interests. Anita who will leave the group at the beginning of May 2020, will transition the India leadership role into Mohit Joshi, Group MD reporting into <keyword id="1193084" type="PERSON" weightage="20" keywordseo="Rana-Barua">Rana Barua</keyword>, CEO, Havas Group India. Nayyar joined Havas in 2007 as CEO of Havas Media India. Under her leadership Havas Media in India grew exponentially and expanded its offerings as an integrated communications group. In 2018, Nayyar was promoted to CEO of Havas Media Southeast (SEA) Asia on the back of an accelerated growth strategy in the region, in addition to her role as CEO of Havas Media India. Commenting on the development, <keyword id="906449" type="PERSON" weightage="20" keywordseo="Vishnu-Mohan">Vishnu Mohan</keyword>, Chairman &amp; CEO, Havas Group, India &amp; Southeast Asia said, “Anita has played a pivotal role in Havas Media India’s success and growth over the years. A future forward-thinking leader with a deep understanding of people, brand and media, Anita has also been an inspiration to many young professionals. We are grateful for her significant and lasting contribution to Havas Media India and wish her the very best for her next chapter.” On her departure, Anita Nayyar said, “It has been an extremely fulfilling and meaningful journey at <keyword id="4572272" type="LOCATION" weightage="20" keywordseo="havas-india">Havas India</keyword> over the last 13 years. I am grateful for the opportunities given by the network including the broader remit of SEA in 2018. As Havas Group India continues to reinforce its integrated model of operations, I am confident the Group will continue to chart its success story and I wish the team at Havas Group well with its future development.” Rana Barua, CEO, Havas Group India, “Anita is credited with growing Havas Media India’s footprint and elevating it’s presence. Her dedication and passion are exemplary that has led to her becoming a strong voice in the industry. On behalf of the network, I would like to thank Anita for all that she has done and wish her all the best going ahead.” “Working with Anita for over a decade has been an immensely rewarding and learning experience. She has been an integral part of Havas Media and valued by both clients and colleagues alike. As I welcome the new challenge, I would like to thank the network for the opportunity and Anita for her mentorship and guidance,” added Mohit Joshi.

Anita Nayyar departs from Havas Group, Mohit Joshi to lead Havas Media India

Conversations go a long way in building a brand, but the biggest challenge that every brand faces is: how do they start the right conversation with their consumers? <keyword id="31174" type="PERSON" weightage="20" keywordseo="brands">Brands</keyword>, which overcome this challenge, not only win over consumers’ hearts but also a bigger market share. So, what is the value that brands must add to their conversations to ensure an engaging and long-lasting relationship with today’s digitally hyperactive consumers? 
 Marketing heads of India’s leading brands and agencies answered this complex question at the <keyword id="2774690" type="UNKNOWN" weightage="20" keywordseo="adtech-Delhi-2015">ad:tech Delhi 2015</keyword>’s keynote panel discussions on day 1. The secret mantra they revealed was simple: to add value brands shouldn’t just focus on starting their own conversations, but fit into the conversations that their target audience is interested in. “Create relevant content to win over their (consumers’) mind share, become a part of their conversation, and sustain the momentum through various digital channels that the world of Internet has opened up today,” is what all of them said in unison. 
 Deepak Jolly, vice-president, Public Affairs &amp; Communication, <keyword id="6369745" type="CITY" weightage="20" keywordseo="Coca-Cola">Coca Cola</keyword> India and South West Asia, shared an interesting lesson (which he picked up from Coke Studio) with the audiences and said, “When brands start focusing on consumers’ expressions and not impression, that is when they are adding value to brand conversations.” 
 
​He also stressed on the importance of having social media conversations and the impact they can have in a poetic style. About conversations, he said, “Baat nikelgi to dur talak jayegi...so the conversations will go on. What is important for the brands is to look at the kind of conversations that are happening, analyze how they fit in to it, engage with the consumers, and then think of ways to surprise them.” 
 
Vikas Mehta, CMO, Lowe Lintas &amp; Partners and ED, LinInteractive also echoed the same thoughts. To explain his viewpoint he said, “The fundamental change we have observed over past half a decade almost on steroids is brands no longer have the authority to engineer the conversation...because now the conversations are happening with or without the brands. This fundamental shift has changed the way of brand building. So, now the onus is on us as brand builders to have the ability to see where we can, as a brand, fit into people’s lives, rather than tell them a story and want them to come in our lives.” 
 
But is this all that brands can do when it comes to adding value to their conversations? “The answer is: no, brands can do a lot more only if they pick up an insight which is relevant for their brand, and start conversations around them, they will realize they are being able to create more value for themselves as well as the consumers,” said Vivek Nayer, CMO, Mahindra &amp; Mahindra Ltd. 
 
He further shared an interesting example, “Five years back, we saw that people’s lifestyle were changing and they were getting more interested in weekend trips, off-roading, road trips etc.— and that is when we started Mahindra Adventure and conversations around our off-roading adventures, expeditions to India to Nepal and Bhutan, Leh Ladakh...We invited people who participated in our events to come and share their experiences, and then amplified these conversations to reach out to the masses. It did work for us.” 
 
But not every brand can follow Mahindra &amp; Mahindra’s suite. Each brand needs to find a relevant topic where they can fit into the conversations. They shouldn’t force fit themselves into a conversation just because it is trending at that point of time. Join a conversation, which fits well into your brand’s ideology or else steer clear of this route. 
 
Or as Jolly puts it, “When you talk about something, then ensure that it is something that your consumers would like to talk about. For building conversations: it is important to know, that conversations have to be around your product and the relevance they add to the consumers life. The theme you choose for your brand conversation should be in line with your brand’s ideology.” 
 When session moderator <keyword id="177768" type="PERSON" weightage="20" keywordseo="Anita-Nayyar">Anita Nayyar</keyword>, CEO India &amp; South Asia, Havas Media, asked <keyword id="2774687" type="UNKNOWN" weightage="20" keywordseo="George-Kovoor">George Kovoor</keyword>, Senior Creative Director, OgilvyOne to share his view point, he said, “...you are either creating content or your either joining conversations. People join only those conversations, where brands are telling a story which is real and touches their heart...Coke is doing it brilliantly; they turned their own vending machine into a complete conversation starter. Another brand that does it better is Red Bull...One of the brilliant examples from the recent times that I could think of is the campaign that British Airways ran around Valentines’ Day last year—they gave an everyday Mumbai couple a chance to rekindle their romance—their story struck a chord with the audiences because it wasn’t just one couple’s story but many of the them (audiences).” 
 
George surely has a valid point. Content is really important for everything that brands do. When brands create content that is real, engaging and relevant, then conversations start pouring in from everywhere—you get amazing user generated content, which becomes an interesting story to share with people. The onus is not just with the brand for content creation but with users, who are actually consuming the content. 
 
Anita beautifully summed up the entire conversation in just one line, “Baat niklegi to dur tak jayegi...as long as you are saying the right baat.” 
 
(Image: www.elifestyleworld.com)

Here is how brands can add value to conversations

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners. Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.” Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team. “Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.” Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.” Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.” Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.” Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are: Grand Prix: Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>The Ruby: The most creative, innovative and data-driven work with demonstrable business results <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>Media Innovation: Brilliant media planning that drove business results <ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul>Best Multi-Video Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul>Best Long Form Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul>6-Second Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul>Best Collaboration: The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.

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Havas Media Group's Anita Nayyar joins ZEE5 to strengthen its Ad tech offering

BI India Partner

Anita Nayyar departs from Havas Group, Mohit Joshi to lead Havas Media India

BI India Partner

Here is how brands can add value to conversations

Richa Sharma

YouTube announces Winners of first India edition of YouTube Works Awards

BI India Partner

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