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<ul><li><keyword id="4486567" type="General" weightage="20" keywordseo="watinsights" source="Orion">WATInsights</keyword> are periodically published reports based on primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience.</li><li>This time, WATInsights looks at <keyword id="1664180" type="General" weightage="20" keywordseo="digital-commerce" source="Orion">Digital Commerce</keyword>.</li></ul><keyword id="735366" type="General" weightage="20" keywordseo="watconsult" source="Orion">WATConsult</keyword>, an Isobar Company and hybrid digital agency from the house of dentsu India, has released ‘Digital Commerce in India - <keyword id="623994" type="General" weightage="100" keywordseo="social-commerce" source="Orion">Social Commerce</keyword>’, the 2nd report of WATInsights – Digital commerce series. The report by Recogn, WATConsult’s research division that provides consumer and business insights, explores the consumer sentiments and attitude towards using <keyword id="6354632" type="General" weightage="50" keywordseo="social-media" source="Orion">social media</keyword> platforms for shopping. Currently, there are 157 million social commerce shoppers, which is 53% of the total shoppers in India. This number is expected to grow at a rate of 45% to reach around 228 million by the end of 2022. The combination of social media with digital commerce is seeing huge growth considering the benefit it brings to customers as well as businesses. For businesses, it brings cost-effectiveness and reach through digital marketing, as it connects them directly to their customers. At the same time, the recommendations and comments help customers make a buying decision. This ensures that products are offered at affordable prices with an ability to shop on the platform itself rather than switching to other <keyword id="35621" type="General" weightage="20" keywordseo="e-commerce" source="Orion">e-commerce</keyword> apps or websites. As per the report, most consumers use social media apps like YouTube, WhatsApp, Facebook and Instagram to shop online. Apart from YouTube, the younger customers prefer to shop on Instagram and Facebook, while the older customers prefer to shop on Facebook and WhatsApp. Social commerce users are very likely to make online purchases from ShareChat in the future. A large majority of these customers are thrilled with the concept of browsing through social media platforms and shopping at the same time, however, the shopping behaviour varies between males and females. Most male shoppers scroll through social media without any intention of making a purchase and if they end up making one, it's because the marketing campaign initiated by the brand has played a vital role in influencing the buyer. On the other hand, female shoppers specifically search for their preferable brand on the app to either know more about the product/service or to validate their final choice. Social commerce is becoming popular as more and more Indian customers are moving online and discovering newer ways of shopping. Moreover, it includes a range of immersive shopping experiences, wherein consumers can buy customised products/services without switching apps. Commenting on the latest issue of WATInsights- Digital Commerce in India- Social commerce, <keyword id="2705388" type="General" weightage="20" keywordseo="heeru-dingra" source="Orion">Heeru Dingra</keyword>, CEO, Isobar India group said, “Social Media and E-Commerce are paving strong inroads in the regular Indian Internet users’ daily routine. Since the shopping environment on social media has ripened, there is huge potential to drive sales through these platforms. Hence, the need for an optimised system revolving around building customer trust and creating seamless experiences is critical. With the customer being at the core of these platforms, focusing on rich customer feedback in the form of comments, opinions, reviews, etc. will help brands cater to their audience effectively and improve their brand consideration and loyalty. This issue of WATInsights reports the pulse of today’s shoppers and serves as an invaluable resource for anyone who intends to demystify social commerce in India.” Sahil Shah, Managing Partner, WATConsult added, “Shopping was, is &amp; will always be social. Platforms, behaviour and mediums will keep evolving while more and more people will go online to shop. This report gives a deep view into what the current consumer behaviour is and highlights that social media in paid, owned and earned terms does get the maximum contribution across the funnel; especially where it matters the most, e-commerce.” WATConsult’s research vertical, Recogn, in the past, has published many detailed and comprehensive pieces of research such as ‘Digital Diverse and Multilingual India’, ‘Voice Technology in India: Now &amp; Future’ and ‘Instagram in India’, to name a few.

53% of online shoppers favour Social Commerce owing to its affordability, transparency, and convenience: WATInsights

<ul><li>WATConsult has launched a new report titled, '<keyword id="12006804" type="General" weightage="20" keywordseo="Effectiveness-of-Email-Marketing" source="Orion">Effectiveness of Email Marketing</keyword>.’</li><li>Our study reveals that 22% of customers expect brands to send marketing emails every fortnight.</li></ul>WATConsult, the globally awarded hybrid digital agency from the house of dentsu India, has released its latest issue of<a href="https://www.watconsult.com/watpapers-effectiveness-of-email-marketing/" data-type="tilCustomLink"> WATPapers</a>. Titled ‘Effectiveness of <keyword id="2443892" type="General" weightage="20" keywordseo="email-marketing" source="Orion">Email Marketing</keyword>’, the report speaks about the importance of tools in a marketing strategy, its effect on purchase decisions, and a consumer’s in-depth perspective towards marketing emails. Email marketing has been one of the most traditional yet effective marketing channels. Marketing efforts can fetch great opportunities, however, there must be an understanding of the frequency of sending promotional emails and testing the content beforehand. Our study reveals that 22% of customers expect brands to send marketing emails every fortnight. Presently, while the customers in the age group of 18 to 24 years have been receiving promotional emails multiple times a week, customers in the age group of 46 and above have been receiving them every fortnight. From an industry standpoint, customers believe that they receive way more promotional emails than expected from categories such as entertainment, finance, insurance, retail and e-commerce. Nevertheless, categories like travel &amp; tourism, education and banking exercise the right frequency of once a week, once a fortnight and monthly, respectively. The report further demonstrates that majority of consumers sign up for promotional emails to get exclusive news and updates. They also seek access to the first look of fresh content via those emails. These are followed by reasons like getting more information about a product or service and participating in contests &amp; sweepstakes. In order to avoid customers from getting annoyed, it is critical for marketers to study the essential components of promotional emails. Results suggest that young customers in the age group of 18 to 24 years notice the subject line before opening a promotional email, whereas, customers in the age group of 46 to 54 years observe the content preview. Additionally, to prevent customers from unsubscribing from the email list and to enhance customer relationships, marketers must indulge in personalised emails, based on browsing behaviour. Commenting on the latest issue of <keyword id="9895828" type="General" weightage="20" keywordseo="watpapers" source="Orion">WATPapers</keyword>, <keyword id="2705388" type="General" weightage="20" keywordseo="heeru-dingra" source="Orion">Heeru Dingra</keyword>, CEO, WATConsult said, “Email marketing continues to be one of the most effective and low-cost ways for small to mid-size businesses to convert prospects into customers. This channel has kept up with the times. Hence, although brands are migrating towards omnichannel marketing, email is still the central focus. Advancements in technology have made marketing automation a possibility and have improved many aspects of email planning and management. As per the report, 22% of customers say that these emails are extremely helpful in a purchase decision. I believe, this latest issue of WATPapers will be an invaluable resource for anyone who intends to demystify email marketing.” WATPapers are monthly published short reports based on the primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience. WATPapers delve into the different aspects of the digital industry, consumer behaviour and more. Additionally, the research also covers some relevant topics like the adoption of ‘Work from Home’ by Indians, changes in consumer spends during COVID-19 and the switch to online education during the pandemic. WATConsult’s research vertical, Recogn, in the past, has published many detailed and comprehensive pieces of research such as ‘Digital Diverse and Multilingual India’, ‘Voice Technology in India: Now &amp; Future’ and ‘Instagram in India’, to name a few.

22% of customers expect brands to send marketing emails every fortnight: WATConsult Report

<ul><li>The COVID-19 outbreak and nationwide lockdown has impacted many sectors and economic activities. </li><li>The lockdown led to people spending more time on <keyword id="6422069" type="PERSON" weightage="20" keywordseo="online-gaming">online gaming</keyword>. </li><li>More people are finding it to be an exciting alternative for entertainment.</li></ul><keyword id="735366" type="COMPANY" weightage="20" keywordseo="WATConsult">WATConsult</keyword>’s latest report analyses how the COVID-19 outbreak and nationwide lockdown impacted the online gaming sector. The lockdown has led to people spending more time on online gaming. More people are finding it to be an exciting alternative for entertainment. Everyone, right from office commuters to students, is playing online games and it is becoming one of India’s favourite activities to spend their leisure time. Majority of gamers prefer to game on mobile phones. The pandemic has resulted in people playing online games more frequently. There is an increase in time spent on gaming during the lockdown compared to pre-lockdown. The future of online gaming will continue to see more growth since the time spent on gaming will increase. The scope for growth in the industry is massive because of the deeper internet penetration and mobile gaming. 70% of gamers feel that the time they spend gaming online has increased and changed as compared to the pre-lockdown period. Likewise, 68% observe that this surge has been particularly initiated under the influence of an increase in more disposal time at hand. Now, although this rise in online gaming has impacted the crucial day-to-day routine for many people, it has also proven beneficial in several ways. Considering the isolated conditions that the lockdown has forced upon all, more than half of the gamers reiterate that gaming provides relief and helps them feel positive and at other times, less depressed. Commenting on the latest issue of <keyword id="9895828" type="COMPANY" weightage="20" keywordseo="watpapers">WATPapers</keyword>, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult said, “Content consumption patterns are in a constant state of evolution, moving in tandem with rapidly changing scenarios. Thus, to identify and understand the same, WATPapers was brought to life. To be released every month, these reports will decode current and on-going trends, providing some comprehensive insights. Just like our periodically published reports under Recogn, these too will be an invaluable resource for marketers, helping them demystify the ever-permutating <keyword id="139079" type="PERSON" weightage="20" keywordseo="Consumer-behaviour">consumer behaviour</keyword>.” She further added, “Undoubtedly, the pandemic has made almost all industries witness changes and the same stands true when it comes to Online Gaming. People have suddenly found themselves in a unique position of having extra time on their hands, which has led to an increase in online gaming. But there are several other nuanced factors that come into play. The report aims to decipher these very factors in order to provide useful insights.” <a href="https://www.watconsult.com/watpapers/online-gaming/" data-type="tilCustomLink">WATPapers </a>are monthly published short reports based on the primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to the audience. It will be delving into the different aspects of the digital industry, consumer behaviour and more. Additionally, it also covers some relevant topics like Adoption of ‘Work from Home’ by Indians and Future of Education in India: Online Learning &amp; Home Schooling.

How user behaviour in online gaming sector has changed due to COVID-19

<ul><li>The quirky campaign voices how our unused clothes feel abandoned due to COVID. </li><li>It is designed and conceptualised by <keyword id="735366" type="COMPANY" weightage="20" keywordseo="WATConsult">WATConsult</keyword>. </li></ul>Panasonic has released its latest campaign #KapdoKiImmunity that personify unused clothes. Conceptualised and executed by WATConsult, the campaign has been designed to highlight the simple fact that the Covid pandemic has not only affected our lives but has impacted our clothes as well. Some pieces of clothing have stayed locked in our cupboards for a very long time while some have been overused in the household chores; and if they could talk, their feelings would not be very different from our own. Through this campaign, these feelings are finely expressed by giving voices to the clothes and creating highly relatable videos to connect with the audience in a novel way. <div type="Youtube" id="ZqHm_FsWrnQ" title="Panasonic Washing Machines: Hygienic Wash with Built-in Heater" thumbUrl="https://i.ytimg.com/vi/ZqHm_FsWrnQ/mqdefault.jpg"></div> <div type="Youtube" id="dh4U5PZrKX0" title="Panasonic Washing Machines: Bid Goodbye to Stains with StainMaster+" thumbUrl="https://i.ytimg.com/vi/dh4U5PZrKX0/mqdefault.jpg"></div> Shirish Agarwal, Head- Brand &amp; Marketing Communication, Panasonic India said, “In the current times, as much we focus on keeping our hands clean by washing them and using sanitisers, keeping our clothes germs-free is also important as they are our first layer of protection. Keeping this as the core concept, we conceptualised the digital campaign #KapdoKiImmunity wherein clothes just like humans, are sharing their feelings about the current scenario.” He further added, “Digital is a key medium in today’s time especially as it not only helps in connecting and engaging with consumers but also in aiding performance marketing. And leveraging the fact that content consumption is very high on digital right now, we have launched this campaign through digital films and have also collaborated with online mommy influencers to drive the messaging that <keyword id="9827638" type="COMPANY" weightage="20" keywordseo="panasonic-washing-machines">Panasonic washing machines</keyword> offer a complete value proposition to the user not only ensuring proper hygiene, but also water and energy savings.” Speaking on the campaign, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult commented, “Adopting a light-hearted tonality, the campaign highlights the brand’s essential features. Showcasing clothes as the key protagonists in these digital films, the quirky videos depict some relatable nuances of our everyday lives, seamlessly highlighting Panasonic Washing Machines’ in-built heater and stainmaster+ technology.” Additionally, the campaign addresses the fact that our clothes are our first layer of protection when we step outside. Hence, they deserve the best hygienic care with Panasonic’s advanced technology, which removes 99.99% germs.

Panasonic’s ad portrays how unused clothes feel locked up in our wardrobe

<ul><li><keyword id="735366" type="COMPANY" weightage="20" keywordseo="WATConsult">WATConsult</keyword>'s latest report on ‘<keyword id="50691" type="COMPANY" weightage="20" keywordseo="Digital">Digital</keyword>, <keyword id="9614654" type="UNKNOWN" weightage="20" keywordseo="diverse-multilingual-india">Diverse &amp; Multilingual India</keyword>’ maps digital content consumption patterns of Indian users across local and <keyword id="144726" type="PERSON" weightage="20" keywordseo="regional-languages">regional languages</keyword>.</li><li>The report claims that by December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.</li><li>It also reveals that around 43% of housewives feel that there are limited options to choose the language on online shopping websites.</li></ul> WATConsult, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse &amp; Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography. Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands. This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming and short-and-long-format content, amongst others. For deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc. Below are the key findings of the report: <ul><li>By December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.</li><li>A majority of Indians prefer watching content around Food, Entertainment and Education in their local language.</li><li>Video content on Technology, Gadgets, Fashion and Sports are preferred to be consumed in English.</li><li>57% of the audiences watch online videos several times a day. <keyword id="10879" type="COMPANY" weightage="20" keywordseo="YouTube">YouTube</keyword> is the most used application to watch and consume online video content, followed by <keyword id="2739840" type="COMPANY" weightage="20" keywordseo="Hotstar">Hotstar</keyword> and JioTV.</li><li>There has been a great transition in the music streaming market with the advent of global players like Spotify, YouTube Music, and others. The audiences prefer listening to music in their local or regional languages because it builds an emotional connect.</li><li>While browsing on social media platforms, more than one-fourth of the users like to consume content related to memes, videos, images, etc. in their local language.</li><li>More than one-fourth of the users feel that the search results in their local language are inaccurate.</li><li>43% of the housewives feel that there are limited options to choose the language on online shopping websites. Lack of this local language feature does not result in suitable experience that the customer is looking for.</li></ul>Speaking on the report, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”

By December 2020, close to 70% of all internet users will access the internet in their local languages: WATConsult

<ul><li>Earlier this year, <keyword id="42747" type="COMPANY" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> launched its Electric Vehicle, ‘Nexon EV’, pioneering the EV segment in India. As a result, dentsu <keyword id="2520956" type="PERSON" weightage="20" keywordseo="programmatic">Programmatic</keyword>’s unique solution delivered an astounding 3X higher CTR than regular display campaigns. </li><li>It also achieved an 81% higher qualified lead ratio and a dramatic improvement in leads. </li><li>The ability to enrich OTT audiences beyond their native platforms has resulted in a dramatic success for the brand and proposition to the industry.</li></ul>The rising trend of cord cutters and streaming surpassing cables, in many economies, has brought with it a new challenge for the advertising sector – that of reaching the audience behind the great OTT paywall. With the changing audience behavior and a dramatic increment in Over-The-Top (OTT) subscriptions, the segment has emerged as one of the most engaging forms of digital content consumption during the lockdown. OTT is no longer a niche but a mass market. In an effort to plan for activating OTT audiences from premium platforms such as Netflix, <keyword id="9364358" type="UNKNOWN" weightage="20" keywordseo="dentsu-play">dentsu Play</keyword> partnered with WATConsult, a globally awarded hybrid digital agency from the house of dentsu international, on Tata Motors and has pioneered a unique solution to target premium, behind the pay wall OTT audiences on platforms outside of the OTT through industry first integrations using first-party and second-party data partnerships. Earlier this year, in January 2020, Tata Motors launched its Electric Vehicle, ‘Nexon EV’, pioneering the EV segment in India. As a result, dentsu Programmatic’s unique solution delivered an astounding 3X higher CTR than regular display campaigns. It also achieved an 81% higher qualified lead ratio and a dramatic improvement in leads. The ability to enrich OTT audiences beyond their native platforms has resulted in a dramatic success for the brand and proposition to the industry. Commenting on the success, <keyword id="1367642" type="PERSON" weightage="20" keywordseo="Ramesh-Dorairajan">Ramesh Dorairajan</keyword>, Head – Sales, Marketing and Customer Care, Electric Vehicle Business Unit, Tata Motors said, “The Great Reset has highlighted several audience trends that will help us enhance our overall brand reach. The increase in OTT content consumption has transformed the way people consume content. This unique data-driven approach from dentsu Programmatic has opened up additional avenues for us to interact, particularly with the audience behind the paywall, while creating a phenomenal impact on our campaign performance as we pioneer an industry-first approach.” “With our industry first partnerships and integrations enabling insights from platforms such as Netflix, Amazon Prime Video, Zee5 and large players in the sector, coupled with our proprietary technology, dentsu Programmatic is proud to have unearthed a unique way to drive business success for clients wishing to target OTT audiences. Using Machine Learning at its core, coupled with intelligence from platforms such as Facebook and Google, we aspire to deliver many such industry leading solutions to common client challenges,” added <keyword id="1376695" type="PERSON" weightage="20" keywordseo="Gautam-Mehra">Gautam Mehra</keyword>, CEO, dentsu Programmatic and Chief Data Officer (South Asia), dentsu international. Sharing her views on the same, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult commented, “As OTT platforms grow and evolve at an exponential rate, they seem to emerge as one of the key focus areas for brands as well as marketers. Therefore, dentsu Programmatic’s tool to effectively tap those audiences has efficiently helped us in actioning a campaign for our brand <keyword id="7931165" type="COMPANY" weightage="20" keywordseo="tata-nexon-ev">Tata Nexon EV</keyword>. From targeting the right set of audiences to creating awareness about the brand and attaining the right amount of consideration, it delivered some remarkable results for the brand.”

dentsu Play and WATConsult's latest innovation for Tata Nexon helps the brand target premium, behind-the-paywall audience on OTT platforms

<ul><li>As we celebrate <keyword id="28476" type="PERSON" weightage="20" keywordseo="Womens-day">Women's Day</keyword> in two days, Heeru Dingra, CEO, WATConsult writes how there is a gender imbalance in the workplace today and how we can combat it together. </li><li>Dingra further shares 6 c's that can help overcome gender biases. </li></ul>Should men and women be compared at all times? Is it necessary to downplay the strengths of one, to play up the strengths of the other? Why is the average salary of men a benchmark for women? What if men made less money than women regardless of their education and experience level? Yes, there’s a gender imbalance in the workplace, particularly across leadership roles, but this imbalance shouldn’t define women or anyone for that matter. Women and men are different in many core ways, grounded in their neurobiology and their cultural training. They bring distinct skills and perspectives to the workplace, including different attitudes to risks and collaboration. Rather than pitting them against each other, we must recognise, respect and embrace that both, men and women bring complementary skills to the table which, when nurtured and developed, can become a powerful and successful combination for any business. Here is my humble contribution, the 6C’s to how women can combat gender equality issues at workplace: Celebrate yourself: People wrongly assume women need a tough-as-nails attitude to get ahead, especially in male-dominated environments.Emotion, passion and compassion are valuable assets, not something to be ignored or hidden. Celebrate yourself and revel in your exceptional strengths. Be you, and not a version of yourself. Master how to declare your voice to the world and walk in your light. Be your own cheerleader! Women who advance are aware of their weaknesses but even more aware of their strengths. Know that you are precious and invaluable - from the crown of your head to the soles of your feet. Chase quality over quantity of time: Since time immemorial, women have been considered the nurturing gender, caught in the middle with life split into two parts - where she feels she should be and where society says she should be. Because she plays so many roles, she is often guilty of not doing them well enough. There are work-life choices and they have consequences. There’s nothing wrong in acknowledging that you can’t do everything on your own and a little help could ease your enormous workload. Be truly present in whatever place you find yourself, and tune in fully to the people who are with you - whether employees, colleagues, customers, or your loved ones at home. Credit yourself: The first person who needs to become more comfortable with your achievements is YOU. Many women intuitively embrace the idea that good leadership includes humility. If you think you deserve more, don’t shy away from asking - be it promotion, higher pay or better role. Women must know that giving themselves credit and receiving praise for their achievements and the achievements of their team is not a sign of pomposity. When you step out from fear and self-limiting beliefs that say you cannot credit yourself for your accomplishments, you will gain confidence – the confidence you need to innovate and lead. Collaborate to accelerate: Even though women are generally strong collaborators and communicators, we tend to have fewer business-related connections than men. We are painfully shy of networking from fear of being judged or perceived as opportunistic, or even weak. But to be successful, we must be intentional about the way we network. It’s not enough to simply be sociable if our goal is to have a seat at the table where your ideas can be heard. We need to put some time into building these work relationships, just like we do all the other relationships in our lives. We must engage and collaborate with other fellow women, share our experiences and mentor the young minds. Women supporting other women is key to more women succeeding in business, particularly in leadership roles. Conquer your fears: Success is found outside of one's comfort zone but is often hindered by the fear of the unknown. The best way to overcome fear is to acknowledge it: - deal with it. And don’t just deal with it— rather open your arms and welcome it as your old friend. If you're too rigid, you could miss one of those serendipitous "aha" moments that could inspire a creative solution or force a different approach. Women viewed as successful leaders are constantly stepping outside of their comfort zone. They are not afraid to take risky decisions, as they understand that it is crucial to the growth and development of an organization. Don’t be afraid to fall. Be comfortable being uncomfortable. Challenge yourself: Society’s misguided perceptions and expectations is what makes many women fear ambition. Being ambitious is often painted as an unattractive and undesirable trait. But that’s so untrue. Ambition is about knowing your value and asserting it. If you want to rise to your full potential, seek out challenges that’ll help you grow. Be brave. Be bold. Go after your dreams. Hold your head high and don’t apologize for ambition or success. Gender shouldn’t be a factor in whether or not a person can be a great leader — a person’s leadership abilities should depend on their individual strengths and personality traits. - By Heeru Dingra, CEO, WATConsult

I’m a Woman. What’s your Superpower?

<ul><li><keyword id="2048958" type="COMPANY" weightage="20" keywordseo="Cricbuzz">Cricbuzz</keyword> launches a rap song called '<keyword id="9979525" type="UNKNOWN" weightage="20" keywordseo="ab-cricket-buzzega">Ab Cricket Buzzega</keyword>.'</li><li>The campaign is released in association with WATConsult.</li></ul>Cricbuzz has launched a new campaign celebrating the start of the much-delayed <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword>. The film “Ab Cricket Buzzega” comes with a catchy rap song that highlights how this short form extravaganza will be a welcome relief to cricket fans during the <keyword id="8902449" type="UNKNOWN" weightage="20" keywordseo="covid-19-pandemic">COVID-19 pandemic</keyword>. The brand in association with WATConsult, the hybrid digital agency from the house of <keyword id="6368370" type="COMPANY" weightage="20" keywordseo="dentsu-aegis-network">Dentsu Aegis Network</keyword> (DAN) India, released the film on <a href="https://www.youtube.com/watch?v=i3xmrJtDkmE&amp;t=17s&amp;ab_channel=Cricbuzz">digital platforms</a>. Through the campaign, Cricbuzz announces the return of the much-loved tournament that comes just in time to rescue fans from the boredom caused by the COVID-19 restrictions that had put a halt on all cricket globally. The first half of the film presents a slice-of-life in the day of a bored cricket fan. In the second half, Cricbuzz promises the excitement that comes every year with the IPL - live scores, ball by ball commentary, analysis (Cricbuzz Live), interesting match facts and news. Cricbuzz CEO, Pankaj Chhaparwal, said, “This IPL season is probably the most important, as it happens after a long hiatus and in the middle of a global crisis. Ab Cricket Buzzega is quite refreshing and I hope it will raise the spirits of our audience during these difficult times. Through the campaign, our priority is to keep up the excitement for our users who cannot be at the ground to cheer their teams” Commenting on the campaign, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult, says, “IPL is one of the most awaited Cricket tournaments in our country that indeed binds cricket and entertainment together. #AbCricketBuzzega creatively words the emotions of every cricket fan that is eagerly waiting to switch on their TV and cherish every moment of the sport, especially amidst the current pandemic. The charged-up rap and catchy chorus of the video makes it highly engaging, enumerating the several ways Cricbuzz makes the cricket season even more exhilarating and buzzworthy.” For an Indian cricket fan, Cricket is finally coming back with IPL 2020. Given that this year the tournament will be played behind closed doors in the UAE, ardent cricket fans will turn to television and mobile apps to seek all cricket related entertainment and news. Cricbuzz has planned an “allrounder” strategy for users to explore and have fun with content. <div type="Youtube" id="i3xmrJtDkmE" title="#AbCricketBuzzega" thumbUrl="https://i.ytimg.com/vi/i3xmrJtDkmE/mqdefault.jpg"></div>

Cricbuzz celebrates the start of IPL 2020 with a catchy rap

<ul><li>WATConsult’s research division – Recogn, unveils the 3rd report of WATInsights - Digital commerce series.</li><li>146 million <keyword id="9674678" type="General" weightage="20" keywordseo="video-commerce" source="Orion">video commerce</keyword> shoppers in India who have purchased and transacted on <keyword id="21654" type="General" weightage="100" keywordseo="video" source="Orion">video</keyword> commerce platforms.</li></ul>WATConsult, an Isobar Company and the globally awarded hybrid digital agency from dentsu India, has released ‘Digital Commerce in India - Video Commerce’, the 3rd report of WATInsights - Digital commerce series. The report by Recogn, WATConsult’s research division, shares insights on the scope of the futuristic channel of advertising and captures consumer sentiments towards using this platform for shopping. Today, India has one of the highest per capita consumptions of Internet data, heavily skewed towards video content consumption. This, along with the rapid growth of the Indian e-commerce market, has given rise to a new format called video commerce. Currently, there are around 146 million video commerce shoppers in India who have purchased &amp; transacted on video commerce platforms. The total is nearly 49% of all e-commerce users in India, today. The number of video commerce shoppers is expected to reach 216 million by the end of 2022, growing at a rate of 47%. Thus, the format has immense potential for brands to connect directly with their consumers. As per the report, when it comes to the video content format, most customers prefer explainer content videos followed by customer testimonials &amp; product demonstrations. While product videos add a different dimension to the online shopping experience, video content with a duration of 15 seconds to a minute can make users stay longer on the platform. Also, if they like the videos, they share them with their circle of friends and family, further increasing the reach of the content. Live streaming commerce in India is gaining traction and it can help brands, retailers, and marketplaces to accelerate conversion, improve the brand appeal &amp; create differentiation. More than half of the customers state their affinity towards shopping online during live streaming on social media and shopping apps. Commenting on the latest issue of WATInsights- Digital Commerce in India- Video commerce, Heeru Dingra, CEO, Isobar India group said, “Video commerce has become popular with more Indians moving online and discovering new ways of shopping through video platforms. When it comes to buying products, customers are interested and want to see what they are getting. It offers businesses and marketers a higher rate of conversion and is the most powerful instrument in today’s age. There is a huge opportunity to capture the video-based social commerce market, especially live-stream-based e-commerce while the market matures. Consumers today are frequently looking out to streamline and enhance their experience, they prefer instantaneous results. Brands can use this format to streamline their sales. I believe this latest issue of WATInsights will be an invaluable resource for anyone who intends to demystify <keyword id="13192684" type="General" weightage="20" keywordseo="video-commerce-in-india" source="Orion">video commerce in India</keyword>.” Sahil Shah, Managing Partner, WATConsult added, “The world has moved towards dynamic content and is driving commerce through video. This is the next big leap! I think the true power of video led marketing on digital will come into play when it can have a direct impact on the bottom-funnel metrics as well. On top of that, if one can get creative with the many formats available then it is the ultimate icing on the cake. This fantastic report made by our research division will give you a lot of data backed learnings &amp; insights to activate the next phase of growth for your brand’s commerce through the use of video. I hope everyone enjoys reading the report as much as we did, making it.” For the record, WATInsights are periodically published reports based on primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience. WATInsights delve into the different aspects of the digital industry, consumer behaviour and more. Additionally, the research also covers some relevant topics like Instagram in India – users’ perspective, voice technology in India and the usage of the internet in the local language. WATConsult’s research vertical, Recogn, in the past, has published many detailed and comprehensive pieces of research such as ‘Digital Diverse and Multilingual India’, ‘Voice Technology in India: Now &amp; Future’ and ‘Instagram in India’, to name a few.

Number of video commerce shoppers is expected to reach 216 million by the end of 2022, growing at a rate of 47%: WATInsights

<ul><li>While the first half of the year was so unusual and unprecedented that the ad industry took a nosedive to as low as -60%, research studies have shown that the consumer sentiment is picking up and so are ad spends. </li><li>Diwali has brought an opportunity for brands to reconnect with their consumers, woo them again and remind that we are all in this together. </li><li>And Indian brands have not disappointed. From Mondelez and BYJU’s to HP, brands have made beautiful advertisements as a tribute to the working class that continues to struggle. </li><li>We reached out to experts to discuss their favourite ads from this Diwali and some of the reasons that make them special. So, here is a listicle compiling the best ads of this year. </li></ul>Diyas and rangolis, food and family, gifts and greetings – this is what makes Diwali truly special. It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the market sentiment improves. Brands pour in big monies on traditional mediums to reach out to consumers at a larger scale. Every year, categories like FMCG, apparel, auto, e-commerce and consumer durables become the biggest spenders during Diwali. However, 2020 is unusual. Coronavirus still hasn’t left our country and people continue to be cautious about stepping out. So, this Diwali won’t be about bursting crackers on the street and meeting your family to exchange sweets. It will all be virtual, about being there for each other in tough times and celebrating small victories while maintaining a safe distance. So this year, brands have looked beyond family and home. After spending the first half of the year jobless, locked inside four walls, there are many who won’t get to celebrate the festival of light in its true spirit because they would be busy searching for small opportunities to support their family. The ironman, painter, watchman, delivery personnel and many other Indians will continue working, some bound by their circumstances and others by their duties. COVID’s economic disruption has adversely impacted the collective optimism for festivities. Yet, all it takes is the determined optimism of hope and celebration to cheer someone. Therefore, many brands decided to shine a spotlight on these heroes who go unnoticed. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19. Common themes of togetherness, compassion, positivity, generosity, uplifting each other and supporting small businesses, emerged this year and took over the advertising canvas. Brands reminded their audience to help bring light and joy not just inside their homes but also outside their lives by sharing a little part of their happiness. After all, that's what festivals are all about. So like this unusual year, we decide to do something different. We reached out to experts to find out their favourite advertisements and the reasons why they loved them. Here is what they had to say about creativity this Diwali: Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting: Most brands have been warm, telling stories of togetherness and bonding with family, friends and neighbours. In that sense, all brands are playing their role in uplifting the sentiments of consumers, encouraging them to enjoy the festive season once again. However the campaign that stands out for me is the Cadbury's campaign. The brand has weaved in "togetherness and inclusiveness" into the very heart of the campaign idea. and gone beyond merely producing an engaging ad with a well told, warm story. The Cadbury's brand has taken the idea of togetherness to a different level by involving and doing something meaningful for a segment of society that has been badly impacted by Covid - the local neighbourhood retailers. It has played the role of a truly responsible, inclusive brand that believes growth is sustainable when the eco system grows together. The idea entails high level execution effort in terms of integrating the gathering database with advanced technology to make the idea come alive in a real way for every consumer. The campaign is an inspiring coming together of idea, execution and technology at every stage from conceptualization to the hyper personalised media plan. <div type="Youtube" id="So16ZBPK6mo" title="This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/So16ZBPK6mo/mqdefault.jpg"></div> Roshan Abbas, Founder &amp; MD, Geometry Encompass: I just saw a lovely HP Print ad on DiwaliDilWali, it was beautiful and emotional. A follow up to their earlier campaign 2 years ago on supporting local sellers, it brings together the beauty of innovation, emotion and has a fabulous performance by Seema Pahwa. While everyone is harping on supporting small sellers the route and product integration is what makes this different. <div type="Youtube" id="2uA1r8gaRik" title="#YeDiwaliDilWali" thumbUrl="https://i.ytimg.com/vi/2uA1r8gaRik/mqdefault.jpg"></div> <keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, Social Media Expert and Independent Brand Consultant: I have seen a few Deepavali/Diwali ads and so far liked 2 of them more than the others. Both have the same theme, of not stopping the kind of work/purchases that we do during Deepavali because of the pandemic. Whether that sells consumerism or is coated as restarting the seller-buyer ecosystem is a different question. The first one is by Birla White, a brand that doesn't really have a say in Diwali, but brings itself very contextually and meaningfully into the Diwali discussion. This is by Autumn Grey. <div type="Youtube" id="FKnAmnyf_eo" title="Deewarein Sajengi Tabhi Toh Tyohaar Ki Rangat Badhegi" thumbUrl="https://i.ytimg.com/vi/FKnAmnyf_eo/mqdefault.jpg"></div> The second is a surprise since it is not from India! This ad is for the Malaysian bank, RHB that features Tamilians (Malaysian Tamils) and Tamil language, by FCB Kuala Lumpur. The theme is very similar to the Birla White story in that both use the father-daughter dynamics for emotional appeal. <div type="Youtube" id="gaUtaD-uzyg" title="RHB Deepavali 2020: Light In a Time of Darkness" thumbUrl="https://i.ytimg.com/vi/gaUtaD-uzyg/mqdefault.jpg"></div> Heeru Dingra, CEO, WATConsult: Out of all ads that seem to have gone live so far, Phillips’ Diwali campaign ‘Khushiyon Ki Ladi’, weaves a very beautiful and relevant story for the audience. Instead of approaching the festival directly, they took the viewers on a journey showcasing an interlinked chain of festivities, which surrounds all of us. With very relatable scenes like receiving a delivery, or purchasing sweets at a store, the video basically taught us the economy and dependency that businesses have on each other. With its smooth story narration and the ingrained feel good factor, the campaign did what it set out to do – make us associate Diwali with a feeling of community and interconnectivity. <div type="Youtube" id="GGd_g9MT0oY" title="Philips | #KhushiyonKiLadi" thumbUrl="https://i.ytimg.com/vi/GGd_g9MT0oY/mqdefault.jpg"></div> Vishnu Srivastav, Vishnu Srivastav, Creative Head, DDB Mudra South: My favourite Diwali campaign this year is ‘Not Just a <keyword id="3275564" type="PERSON" weightage="20" keywordseo="Cadbury-Ad">Cadbury Ad</keyword>’ by Cadbury. A large brand using its large platform to help other businesses in need. What could capture the Diwali spirit and Cadbury’s ethos of spreading cheer better? It’s data driven advertising with a deeply human impact. Janhavi Iyer, Associate Director- Content Strategy, Gozoop: The Not Just a Cadbury Ad by Cadbury definitely caught my attention this year. Not only is it supported by the use of sound media technology with the pin-code based personalization but it also meets one of the most important criteria for a great ad and that is actionability. With Covid leaving small and local businesses suffering, Cadbury’s ad was not just on brand but its simple message of buying local capitalized on the predominant sentiment of the nation, at a time when it was needed most. This year, as I stepped outside to shop for Diwali, I went to all my local stores, a conscious action sparked by a simple and insightful campaign. I’d also give a shout out to Oppo’s Be The Light campaign. From a storytelling perspective, the short film struck all the right chords without pushing the product too much, making it a delight to watch. <div type="Youtube" id="KHxc8QkSwiQ" title="OPPO F17 Pro - #BeTheLight To Spread The Light | Diwali'20" thumbUrl="https://i.ytimg.com/vi/KHxc8QkSwiQ/mqdefault.jpg"></div>

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