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<ul><li>To celebrate its 25th anniversary in India, <keyword id="126895" type="General" weightage="80" keywordseo="mcdonald" source="Orion">McDonald</keyword>’s India - North &amp; East has launched #25YearsOfLovinIt campaign by DDB Mudra, capturing fun, light-hearted, feel-good moments that the brand is known for. </li><li>Featuring popular social media celebrities and real-life couple <keyword id="6837344" type="General" weightage="20" keywordseo="awez-darbar" source="Orion">Awez Darbar</keyword> and <keyword id="8196596" type="General" weightage="20" keywordseo="nagma-mirajkar" source="Orion">Nagma Mirajkar</keyword>, #25YearsOfLovinIt is a contemporary rendition and continuation story of McDonald’s memorable ‘Hum dono boyfriend-girlfriend hai kya’ campaign which struck a chord with its awe-striking appeal.</li></ul>From birthday parties to first salary treats, from getting together with family and friends over meals to all occasions big or small, McDonald’s has been a part Indian customers’ lives for the last 25 years. To celebrate this important milestone, McDonald’s India - North &amp; East has launched #25YearsOfLovinIt campaign capturing fun, light-hearted, feel-good moments that McDonald’s is known for. Featuring popular social media celebrities and real-life couple Awez Darbar and Nagma Mirajkar, #25YearsOfLovinIt is a contemporary rendition and continuation story of McDonald’s memorable ‘Hum dono boyfriend-girlfriend hai kya’ campaign which struck a chord with its awe-striking appeal. <div type="Youtube" id="Wxrgrp7lBs0" title="Celebrating 25yrs of Lovin It" thumbUrl="https://i.ytimg.com/vi/Wxrgrp7lBs0/mqdefault.jpg"></div> Commenting on the campaign, Rajeev Ranjan, Chief Operating Officer, McDonald’s India – North and East said, “We have had an amazing 25 years in the country. Bringing smiles to millions of our customers through our great tasting delicious menu offerings and providing delightful memorable experiences to our guests has been extremely satisfying. Our new campaign beautifully captures the nostalgia, the excitement, fun and the sheer joy of happy times spent by two friends meeting after 25 years at their favourite McDonald’s restaurant enjoying their favourite meal. Through the film we reinforce our promise of providing delicious feel-good moments easy for our customers, we are optimistic that our customers would relate to and love the campaign.” Conceptualized by DDB Mudra, the film opens up with a typical moment in this social media age, when Awez (male protagonist), accidently double taps on Nagma’s (female protagonist) old profile photo, reconnecting them after many years. Are they still ‘boyfriend-girlfriend? Or just two strangers? The new campaign brings out the moments of happiness when two friends reunite to relive their cherished memories over their favourite food at McDonald’s. Iraj Fraz Batla, Executive Creative Director, DDB Mudra North said, “I remember the excitement of the first ever McDonald’s opening up in India, right next to the college I ended up going to. 25 years on, I feel the same childish thrill when I’m near a McDonald’s. And as we celebrate 25 years of McDonald's in India, it’s the same thrill we capture using the characters who appeared in one of our most iconic films. While they reunite, we’re reminded how much they, McDonald's, and by extension all of us have grown over the years. After all for 25 years, McDonald's has been the place where happy memories are made." Spreading the joy of completing 25 years, McDonald’s India- North and East has introduced its Rs. 25 Menu. Customers have the option of adding McPuff/Small Fries/Small Sundae/Small McFlurry/Medium Drink and Iced Tea to any Extra Value Meal or Large Extra Value Meal at Rs. 25.

McDonalds India launches a contemporary rendition and continuation story of memorable campaign ‘Hum dono boyfriend-girlfriend hai kya’

<ul><li><keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer marketing</keyword> has been on the rise for the past few years.</li><li>However, it has also seen its fair share of scandals.</li><li><keyword id="8881976" type="COMPANY" weightage="20" keywordseo="rikki-agarwal">Rikki Agarwal</keyword>, Co-Founder of <keyword id="3044210" type="COMPANY" weightage="20" keywordseo="Blink-Digital">Blink Digital</keyword> tells us how marketers can make the most out of investing on influencer marketing. </li></ul> The last few years have seen a steady increase in brands’ reliance on influencers, and with it there has been an increase in investments in the influencer universe. The year 2020 saw most of us being stuck at our homes which led to us spending more time on various social media platforms. This further gave a boost to influencer marketing and many brands turned to both micro and macro influencers to reach out to their target audiences. However, influencer marketing also comes with its fair share of cons. In August this year, rapper Badshah made headlines for having bought fake views for his video 'Pagal'. He is said to have paid Rs 75 lakh for around 75 million views on his video on YouTube. A report by cybersecurity company CHEQ, in conjunction with the University of Baltimore economics department had stated that influencer fraud will cost advertisers $1.3 billion globally. So how do advertisers interested in investing on influencers make the right moves? What are a few things they should take cognizance of while spending money on influencer marketing? And how do they make sure they don’t fall prey to this increasing influencer fraud? We asked a few of these questions to Rikki Agarwal, Co-Founder of Blink Digital. Blink Digital is a digital marketing agency that has worked with brands like KFC, Cadbury, ICICI, Amazon, Audi, One Plus among others and has also worked with influencers. Agarwal walked us through the influencer ecosystem, gave us a sense of some of the issues in the industry and how brands can be careful while putting in their monies on influencers. Excerpts: Q) While influencer marketing has been witnessing a boom in the last few years, brands have voiced their concerns about a lot of things like influencers having <keyword id="1440812" type="PERSON" weightage="20" keywordseo="fake-followers">fake followers</keyword>. What according to you are the risks involved with influencer marketing? While influencer marketing has existed since the 18th century, influencer marketing has seen an unprecedented growth in the last. In an age where we are more online than offline, this segment of marketing becomes very lucrative for brands. In 2020, the entire marketing industry has seen a shift as brands quickly pivoted and strategized the way they are reaching out to people. As a digital marketing agency that does a lot of work in the influencer marketing segment, we are wary of the following things when we are considering influencer engagements for our clients. The first and foremost foundational factor is the brand fitment with an influencer. It is the agency’s role to understand the brand ethos, ideology and what they mean to their customers when they’re looking at associating with influencers. This is where a lot of brands and agencies go wrong because you feel like here’s a list of the top 20 influencers that are currently popular on social media so let’s go ahead the mass approach way. Due to this, we see promotions and associations that don’t truly feel organic a lot of times. For instance, Blink Digital did the launch of Audible Suno for which we associated with social media influencers like <keyword id="6837344" type="PERSON" weightage="20" keywordseo="Awez-Darbar">Awez Darbar</keyword>, Manav Chhabra, <keyword id="8196596" type="PERSON" weightage="20" keywordseo="Nagma-Mirajkar">Nagma Mirajkar</keyword> and a few others which helped the brand to connect with the right audiences. The essence is to not follow merely engagement or follower base but also the customized brand fitment basis the campaign and objectives. Measurability and transparency: While brands tend to flock to the influencers with the most followers, it is also imperative to find more transparency in the entire influencer marketing segment. From the problem of fake followers, low engagement rates to being able to understand the true impact of a campaign/brand’s association, we need to adopt the role of technology in bringing more measurability. At Blink, we believe that the internet cannot be stopped. The things that were inaccessible to most of us 10 years ago, is now a click away and that’s because of the internet. We need to leverage that access to create more impactful campaigns and associations for brands. Additionally, another risk associated with influencer marketing is the unpredictability of scandals. Consider the Tiger Woods scandal from the 2000s, brands that were associated with him lost approximately $12bn as his personal life took a toll on the stocks of these companies. This is an unreliable space that brands and agencies need to be cautious as well as well prepared for it. Q) Are influencer platforms soft targets for cybersecurity crimes? While influencer platforms haven’t traditionally been the victims of cybersecurity crimes, it is important to point the rise of trolls and cyberbullying that pretty much all influencers face. In a climate where ads are being rescinded due to online pressures, or content creators are being called out for problematic behaviour, it is safer to look at a campaign or an association from multiple lenses and layers of scrutiny to ensure the smooth execution. Q) There has been an increase in the number of fake influencers on social media platforms. How do brands ensure they don't fall prey to such influencers? India has over 600 million people connected to the internet. So, the opportunities as well as challenges in the Indian influencer space are immense. Consider the recent fake follower fiasco of a very popular Indian rapper or just the sheer number of fake followers that are clogged up into the follower base of influencers — deriving that impact becomes even more complex for us agencies and brands. Fake followers aren’t only unethical, it also creates a difficult situation for brands who trust influencers with their campaigns and product marketing. One can spot fake followers by visiting their follower list, checking the type of accounts that follow the influencer, among a variety other ways. Often, a fake/bot account has no display picture or have a number heavy username. The same can also be figured via monitoring the account activity of an influencer. Genuine influencers tend to have a relatively steady growth in their follower and engagement numbers. The rate of their growth or their engagement will not spike abruptly. There are also several free and paid services on the internet that provide a realistic picture of what’s really going on behind the curtain with influencer accounts. At Blink, we use social media listening tools to ensure that our clients collaborate with the right kind of influencer for the campaigns. Q) How does a brand measure the success of an influencer campaign? The underlying goal for any brand lies in sales. However, sales shouldn’t be the first goal that one should set with an influencer because a consumer requires an average of 6-8 touches/touch points to get acclimatized to a brand. While sales should be the long-term goal of influencer marketing, it is important to keep the following factors in mind while working with an influencer at the onset of a campaign: • Visibility of the brand • Tonality, reception of the brand in the influencer’s content context • Quantifiable aspects like likes, engagements, types of comments, referral links and sudden spikes of traffic to the brand’s social media and website. The rationale of initiating an influencer marketing campaign should always be long-term (like what Lays has done in the recent years) so that people’s perceptions about the brand eventually alters to become more affable. Q) What are a few things influencers should keep in mind while working on brand campaigns? A few things that influencers should keep in mind while working on brand campaigns are – • Influencers need to be cognizant about their own audience demographics&amp; ethos while collaborating with brand • Understand the brand fitment between their content &amp; brands requirements purpose, whether it is in alignment with the brand ethos • They must read about brands previous campaigns, how they are perceived in market &amp; check if they have had any backlash in past • Should research on how best they can prove ROI with their content &amp; make the collaboration look natural • Make sure their scope of work &amp; expectation of brand association are in alignment Q) What a few influencer marketing trends to look out for in 2021? Few influencer marketing trends to look out for in 2021 would be: Increase in the demand of micro-influencers: Companies are slowly incorporating micro-influencers in their ambit of marketing and things will change even more drastically in 2021. The micro-influencer segment is proving to be quite efficient in helping brands find a foothold in their respective markets. They've perfect targeting, authenticity and help increase the ROI in a much more impactful manner. Performance Marketing is going to rule: The concept of performance-based influencer marketing is new and is at a rise. While the influencers don’t seem to be in favour of these deals, they may not have the option but to listen to what astute brands have to say. Specialized Influencers: Big influencers cater to a variety of niches, which can make it difficult for businesses to get the expected results. However, we already see influencers becoming more specialized. More Real Content: The new influencer marketing trend is to create authentic content for each brand that they collaborate with, that keeps users engaged without looking too filmy or sponsored to the viewers. Q) What are the new metrics by which brands measure the success of influencer campaigns? Blink digital measures the success of the influencer campaigns done for brand with help of following metrics - • Total impressions • Number of clicks to landing page • Average engagement rate of campaign • Conversions to customers • Amount of user-generated content created • Revenue Q) How can brands make the most out of the rising trend of micro influencers? Brands are moving towards micro-influencers &amp; we will continue to see a rise in the coming years. Authenticity and reliability are more important than popularity now. 92% of customers trust a micro-influencer more than a traditional ad or an endorsement from celebs &amp; over 82% of consumers are likely to buy something that has been recommended by the micro-influencer. By associating with micro-influencers brands can connect with their existing and their target audience by making most out of their micro influencers reach.

What brands should keep in mind while investing on Influencer Marketing

<ul><li>After India embroiled in a border dispute with China in the Galwan Valley region last week, a cloud of negative sentiment for China emerged on social media. </li><li>There have been talks of people uninstalling <keyword id="6022999" type="UNKNOWN" weightage="20" keywordseo="chinese-apps">Chinese apps</keyword> and calls for boycotting Chinese products.</li><li>We speak to experts in an effort to find out how this negative sentiment might impact ad spends on some Chinese platform. </li></ul>The last week saw mounting tension on our borders with China following a fierce clash in the Galwan Valley. Owing to the violence and the loss of life, anti-China hashtags such as #BoycottChineseProducts, #IndiaChinaBorder and #LadkhBorder surfaced on social media. For weeks now, anti-China sentiments have been escalating in the country. People have started boycotting Chinese apps and products. The video where a group of people break a television set of Chinese origins together, went viral on social media. The sentiment has now reached Chinese platforms like TikTok and VMate. People are either making anti-China content on a Chinese app or deleting the app altogether. Another app called ‘Made in India’ was launched on June 12 to help people recognise if the product placed in front of them is manufactured in India or not by scanning the barcode on its packaging. With this escalating resentment for our neighboring country, we reached out to experts to find out if Indian brands have already started pivoting their marketing monnies away from Chinese platforms like TikTok and VMate to avoid getting caught in the middle and here is what they said: Karthik Srinivasan, Independent Communications Consultant and Former National Lead of Social, Ogilvy said: <div type="image" title="Karthik sri 4_3" msid="76498762" hostid="261"></div> Yes, I would assume so. It's just terrible from a perception point of view, to be seen on TikTok, given the border-related issues that have surfaced now. For brands, perception is everything. Even if they hesitate or merely pause their campaigns on platforms like TikTok, it is highly possible that users would target brands and ask them pointed questions to boycott campaigns on TikTok. For users, since TikTok is free and is merely a source of entertainment, dropping the platform would be the lowest hanging fruit to showcase their sentiment. For power users who are used to their fan base on the platform, given the negative sentiment around China, they may need to take the painful decision to start building their base on other, non-Chinese platforms. This wouldn't affect celebrities and actors, though, since they have teams that have built their fan-bases on multiple platforms. So pausing content sharing on one (like TikTok) won't be an issue since they have other options like Instagram and Facebook anyway available to them. Preetam Thingalaya, Director of Media, Mirum India: <div type="image" title="Preetam, Mirum" msid="76498811" hostid="261"></div> My Immediate answer to this will be – NO, but will pause for a bit and will wait &amp; watch. However, we will keep a close eye on the development of this situation. Negative sentiments towards China are on an all-time high currently and it’s easier to delete an app than break your mobile phone or your television. But as we see it, new ideas and new plans for brand on Tiktok will take a back seat for some time, and we might see some decline in new campaigns going up on Tik Tok, other apps might see the same trend – for now, I see this as a temporary solution only. Once the situation cools down, I feel it will go back to normal like always. If TikTok actually gets banned and out of India, then it’s a different story. Also, my recent observation has been that #AntiChina hashtags/videos are trending on TikTok, now isn’t that ironic. Ankit Agarwal, Founder, Do Your Thng (DYT): <div type="image" title="Ankit Agarwal, Founder, Do Your Thng" msid="76498783" hostid="261"></div> Despite the internet wars in May that led to #BoycottChina and #BanTikTok, TikTok is back to its 4.4 ratings, and one of the top downloaded apps on Google Play, ahead of Instagram, Snapchat, and Facebook. It visibly proves that TikTok’s slip in rankings doesn’t adversely affect brands or their influencer marketing campaigns because it was temporary. A solid example is Emami’s #NavratnaCoolChampi campaign on TikTok using influencers Nagma Mirajkar and Awez Darbar, among others. There are valid reasons brands will not shy away from the ByteDance owned app any time soon. One, it puts them in front of Gen Z, a hard to catch demographic. Two, it offers potential sales across Tier II and III markets. Three, it’s vernacular and creative content provides entertainment value to users that other social media can’t.

In the wake of mounting Indo-China tension, are Indian brands pivoting their money away from Chinese platforms like TikTok, VMate?

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McDonalds India launches a contemporary rendition and continuation story of memorable campaign ‘Hum dono boyfriend-girlfriend hai kya’

BI India Partner

What brands should keep in mind while investing on Influencer Marketing

Samarpita Banerjee

In the wake of mounting Indo-China tension, are Indian brands pivoting their money away from Chinese platforms like TikTok, VMate?

Karuna Sharma

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