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<keyword id="19970523" type="General" weightage="20" keywordseo="mahindra-group" source="keywords">Mahindra Group</keyword> and global institutional investor <keyword id="20194556" type="General" weightage="20" keywordseo="ontario-teachers" source="keywords">Ontario Teachers</keyword>' Pension Plan Board have co-sponsored an infrastructure investment trust (InvIT) holding assets of 1.54 GW in the <keyword id="34553" type="General" weightage="20" keywordseo="renewable-energy" source="Orion">renewable energy</keyword> space in India. The InvIT, Sustainable Energy Infra Trust (<keyword id="20197897" type="General" weightage="100" keywordseo="SEIT" source="Orion">SEIT</keyword>), is India's largest InvIT in the renewable energy space and has raised primary capital of Rs 1,365 crore as part of the initial offer of units (offer), Mahindra Group said in a statement. <br /><br />Several global and Indian investors, including Asian Infrastructure Investment Bank (AIIB), subscribed to the offer. <br /><br />SEIT made its debut on the National Stock Exchange on Monday. <br /><br />SEIT has been set up to focus on the growth of the renewable energy sector in India at scale. It holds operational renewable power assets seeded by <keyword id="19970521" type="General" weightage="20" keywordseo="mahindra-susten" source="keywords">Mahindra Susten</keyword> with a generation capacity of approximately 1.54 GWp. <br /><br /> The capital of Rs 897.8 crore made available to Mahindra Susten by way of an offer for sale of units of SEIT will help Mahindra Susten develop a future pipeline of renewable energy assets. <br /><br /> Mahindra Susten and SEIT, as a part of their growth strategy, have entered into a Right Of First Offer (ROFO) arrangement, in compliance with InvIT Regulations, whereby renewable energy assets developed by Mahindra Susten will be offered for sale to SEIT. <br /><br /> Both Mahindra Group and Ontario Teachers' had committed to invest up to Rs 3,050 crore and Rs 3,550 crore respectively into Mahindra Susten and SEIT. <br /><br /> Anish Shah, Group CEO &amp; MD, Mahindra Group, said, "Mahindra Susten has ambitious plans to achieve 5X growth in the next five years and will contribute to both the Groups' and the nation's green energy goals. <br /><br /> "The renewable energy sector will continue to grow and attract investments and we are excited about both Susten's and SEIT's role in developing the right ecosystem." <br /><br /> Ontario Teachers' Pension Plan Board (Ontario Teachers') is a global investor with net assets of usd 249.8 billion as at June 30, 2023.

Mahindra Group, Ontario Teachers' co-sponsor InvIT in renewable energy space

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Ryan Seit</span></p></div><p></p></div></div></p><p>Hello,</p><p>Welcome to your weekly <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> and <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword> Insider newsletter, where we catch you up all the big stories we worked on this past week.</p><p>The direct-to-consumer boom was a big theme in our reporting. It's become conventional wisdom that for these born-on-Facebook companies to get to the next level, they'll have to buy television, with its ability to introduce products to a new, mass audience. This week I surveyed how the TV giants like NBCUniversal and CBS are trying to change their hidebound practices to sell advertising to these companies.</p><p>Here's what I learned:</p><ul><li>TV companies are eager to portray themselves as well positioned to capture DTC dollars, with dedicated sales teams and pitches around addressable TV, shoppable ads, and branded content.</li><li>Yet TV still is a big hurdle for many DTC companies that are used to low-cost, performance-based advertising.</li><li>Today, DTCs represent a scant 3% of TV advertising, but it's only poised to grow, having doubled over the past two years.</li></ul><p>Privacy continues to be top of mind for advertisers as Google and Facebook crack down on third-party ad targeting on their platforms.</p><p>Lauren Johnson broke down Google's moves against <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5">advertisers' use of third-party cookies</a>. Meanwhile, Facebook is <a href="https://www.businessinsider.com/advertisers-grappling-for-alternatives-as-facebook-rolls-out-clear-history-tool-2019-5">preparing advertisers for a "clear history" tool</a> that will limit use of its most powerful ad targeting tool. Our takeaways:</p><ul><li>The big question is how popular the tools will be, given growing concerns about online privacy.</li><li>Ad experts think the Facebook move could have a bigger impact on advertisers because it would limit their ability to target people based on all their browsing data that Facebook collects.</li><li>These moves could strengthen the incumbent titans Facebook, Google, and Amazon and make it easier for them to take credit for advertising's effectiveness. </li></ul><p>Here are other stories we've been reporting. (Read most of the articles here by subscribing to <a href="https://www.businessinsider.com/subscription/prime-vip">BI Prime</a>; use promo code AD2PRIME2018 for a free month.) What did we miss? Send me tips or feedback at lmoses@businessinsider.com.</p><p>Tanya Dua talked to Pepsi's marketing chief about how the soda brand is surviving the war on sugary drinks.</p><p><strong><a href="https://www.businessinsider.com/how-pepsis-marketing-head-is-trying-to-fix-the-companys-image-problem-2019-5">Americans are ditching fizzy, sugary sodas more than ever before. Pepsi's marketing head is adopting a challenger mindset to survive.</a></strong></p><p>Here's what he said:</p><ul><li>Pepsi's diversifying its portfolio to products like Bubly and Lifewtr.</li><li>It's trying to be disruptive like Burger King and Domino's.</li><li>After its Kendall Jenner ad fiasco of 2017, Pepsi is working more closely with its agencies.</li></ul><p><strong><a href="https://www.businessinsider.com/heres-what-the-big-wireless-companies-are-planning-for-5g-this-year-2019-5">Here's what to expect in 5G from the 'Big 4' carriers as Verizon, AT&amp;T, and others battle for dominance</a> </strong><br />5G has been more hype than reality so far, but it's set to gather steam in the year ahead. Abby Jackson <a href="https://www.businessinsider.com/heres-what-the-big-wireless-companies-are-planning-for-5g-this-year-2019-5">rounded up the changes</a> to expect from the wireless carriers:</p><ul><li>Verizon says it will have launched 5G coverage in 30 US cities by the end of the year. AT&amp;T says it will have nationwide 5G service in early 2020. Sprint is rolling out in nine cities by June.</li><li>But experts say AT&amp;T's and Verizon's plans to use higher-frequency spectrum is expensive and can be hard to access inside buildings.</li><li>5G's promise of bringing cheaper products to consumers is still several years off.</li></ul><p><strong><a href="https://www.businessinsider.com/accenture-interactive-2019-5">An Accenture Interactive exec says it's 'time to put the checkbook away' after its string of acquisitions including Droga5</a></strong><br />Accenture Interactive has snapped up a series of marketing-oriented companies to become a stronger competitor to ad agencies. Now it's going to focus on using those companies to help businesses with advertising and more. The company sees itself playing a bigger role as marketing gravitates toward data, automation, and artificial intelligence, Tanya reported.</p><p>Here are other stories in tech, media, and advertising you should check out:</p><p><a href="https://www.businessinsider.com/report-shows-hbos-weakness-against-netflix-and-disney-2019-5">A new report shows HBO's big weakness as it battles Netflix and Disney in the streaming wars</a></p><p><a href="https://www.businessinsider.com/amazon-investor-revolt-over-facial-recognition-2019-4">Inside Amazon's battle to kill an unprecedented shareholder revolt over facial recognition</a></p><p><a href="https://www.businessinsider.com/google-wont-sacrifice-privacy-to-boost-slowing-ads-business-2019-5">Google's advertising boss says that it won't sacrifice privacy to boost its slowing ads business</a></p><p><a href="https://www.businessinsider.com/data-explains-why-friends-is-still-on-netflix-warner-bros-exec-2019-5">A Warner Bros. exec explains the data behind licensing shows like 'Friends' to Netflix</a></p><p><a href="https://www.businessinsider.com/tiktok-stars-magic-singh-pavan-henna-profile-2019-4">These new TikTok influencers have millions of fans and are hustling for a fraction of the price of YouTubers</a> </p><p class="tagline">Get the latest Google stock price<a href="http://markets.businessinsider.com/stock/GOOG-Quote"> here.</a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/american-express-cmo-elizabeth-rutledge-talks-about-importance-of-talent-2019-5">WATCH: The CMO of American Express explains why advertising has come full circle, and why it's so important to hire diverse talent</a></h3>        <div>                    </div>    </div>

TV companies gun for direct-to-consumer dollars, Facebook and Google's privacy crackdown, Pepsi fights back

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Ryan Seit</span></p></div><p></p></div></div></p><ul class="summary-list"><li><strong>As hundreds of new brands crop up to upend industries by selling directly to consumers using digital <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword>, a new wave of ad agencies is making inroads in the direct-to-consumer space.</strong></li><li><strong>While some, like Decoded and Azione, are incubating their own DTC brands, others like YellowHammer and Diff are upending traditional fee models.</strong></li><li><strong>Still others, like Derris and creative agency Gin Lane, are increasingly opting for stakes in their clients' businesses.</strong></li><li><strong>Bigger agencies may be threatened, but they aren't taking the threat lying down. </strong></li></ul><p><br />In February, business partners Addie Conner and Matt Rednor sat down to brainstorm business ideas<span>. </span><span>Conner was convinced she had encountered the next big thing in wellness while on a recent trip to Mexico: </span>eco-friendly yoga mats and equipment made out of cork.</p><p>Nine months later, <a href="https://42birds.com/">42 Birds</a> was born.</p><p>But the e-commerce brand, which sells its products on its website as well as on Amazon, isn't just another direct-to-consumer (DTC) startup. Conner and Rednor started it - and incubated it at <a href="https://www.decodedadvertising.com/">Decoded, </a>the independent ad agency they run - because they wanted to understand what exactly it takes to helm a successful DTC brand.</p><p>"We wanted to start out own DTC brand to build our expertise in e-commerce from the ground up," Rednor told Business Insider. "We could pretend to be experts, or build the expertise ourselves. In order to talk the talk, we wanted to walk the walk."</p><p>Decoded has a unique approach at cracking the DTC trend, but it isn't alone. The cofounders of PR firm Azione, Leland Drummond and Michele Thomas, are partnering with The Coveteur to launch <a href="https://www.wearetheleague.com/"><span>The League,</span></a> a new active intimates DTC brand next year, based on what they've learned working with DTC brands over the years. </p><p>More broadly, as hundreds of new brands crop up to upend virtually every industry by selling everything from mattresses to makeup directly to consumers using digital media, a new wave of ad agencies is making inroads in an area where traditional ad giants are still finding their way.</p><p>"Big agencies are not equipped to work at the pace and in a manner that matches the needs of a digitally native vertical brand," said Mike Cassidy, partner at <a href="https://www.businessinsider.com/former-undertone-exec-michael-cassidy-is-embarking-on-his-second-act-2018-8">private equity firm August Spark</a> that funds small businesses including e-commerce agency BVAccel. "You have to be experts at retail, e-commerce, and digital - which is a specialty few can master."</p><h2>A roster of new agencies have emerged around the needs of digitally native brands</h2><p>The DTC revolution has spawned a roster of agencies over the past decade that have positioned themselves around the needs of digitally native brands, from creative and performance marketing, to media buying, as well as strategic planning and communications.</p><p>These agencies, from Gin Lane and YellowHammer Media, to Derris and BVAccel, to name a few, all pride themselves on having a nuanced understanding of the space and personalized ways of working. Many of them work exclusively with DTC brands, but differ in the ways they approach the space and actually structure their relationships with them.</p><p><em><strong>Read More: <a href="https://www.businessinsider.com/new-breed-programmatic-first-ad-agencies-grabbing-business-ignored-by-traditional-firms-2018-4">A new type of ad agency is catering to brands born on digital channels - and industry giants need a plan</a></strong></em></p><h2>Some are upending traditional fee structures to cater to DTC brands</h2><p>While Decoded has incubated its own DTC brand, others are upending traditional fee structures and retainer agreements to offer more flexibility to DTC brands.</p><p>YellowHammer, which specializes in performance marketing, for instance, operates like an extension of its client's businesses, which include hot-sauce subscription seller Fuego Box and luxury sheets retailer Boll and Branch. And instead of traditional retainer fees, the company gets paid on the basis of the brands' growth. So the more sales it drives for its ad partners, the more money it gets.</p><p>"We have managed to create a service infrastructure that really allows us to be a part of their team," Sam Appelbaum, YellowHammer's general manager, told Business Insider. "Direct-to-consumer marketing is essentially outcome-based marketing, and our thesis is that's where all of marketing is eventually going to go."</p><p>Similarly, e-commerce agency Diff offers flexibility to its clients, solving for a string of different problems that its clients may be facing depending on the stage of their growth, according to CEO Ben Crudo. And unlike big traditional ad giants, these services don't come with a hefty price tag. A budget between $20,000 and $50,000 could get a DTC brand a pretty decent-sized team, he said.</p><p>An early stage startup that has just finished raising money on Kickstarter, for example, would probably benefit most from a sleek new website that could be put together by pooling in strategy, UX, and front-end development resources. But a more mature DTC brand may need more help on its back-end operations to improve shipping.</p><p>"Brands are built not just through nifty marketing, but also by filling holes that appear in the business," he said. "We solve for the biggest problem at every stage of maturity for a DTC brand, bringing both technical and business savvy and cutting through the red tape."</p><h2>And others are offering their services in return for a stake in DTC brands</h2><p>Meanwhile, firms like PR, branding, and content agency Derris and creative agency Gin Lane, have a different approach, and often end up taking a stake in startups in return for helping them craft their business and marketing.</p><p>Derris, for example, has been taking a small ownership stake in most of its DTC clients for years. But last year, it also raised a $10 million fund to invest in future clients by launching <a href="https://www.recode.net/2017/8/15/16136070/jesse-derris-venture-fund-amity-supply-warby-parker-startup">a separate wing called Amity Supply.</a> So now, the firm invests money into the startups on top of the stake it already gets for its services. </p><p>"Put simply, we needed an economic model like the ownership stake approach in order to justify working with early-stage brands," founder Jesse Derris told Business Insider. </p><p>Similarly, Gin Lane, which works exclusively with DTC brands and has developed creative identities for brands including Hims and Ayr, has also started asking for equity in companies like Quip and Smile Direct Club, in return for its services. After all, there are downsides to working with these kinds of brands.</p><p>"Working with early-stage businesses that you're trying to get off the ground is very different than working with a large brand -and its very difficult to be really good at both," said Nick Ling, Gin Lane's CEO. "But we'd rather be a sushi knife than a Swiss Army knife and be really good at one thing versus average at everything."</p><h2>Larger agencies aren't taking the threat lying down</h2><p>DTC brands are fundamentally different from larger, more traditional brands. They are digital natives, own their first-party customer data, and rely heavily on performance marketing on digital channels to scale their businesses.</p><p>"The problem with the ad world is they work from the outside in - they are looking in on product, trying to get your attention to connect the product to a consumer's ephemeral craving," said Gene Liebel, founding partner at Brooklyn shop Work &amp; Co. that focuses on product as much as it does on marketing.  </p><p>So DTC brands are increasingly opting for specialist agencies like those previously mentioned, rather than larger, bigger ad companies.</p><p>"When we're navigating things for the first time, they're either willing to jump in and figure it out with us, or they've already done it countless times before with other DTC brands," said Rithvik Venna, co-founder and COO at OROS Apparel. "This is a special skill set that is not so readily available at a more traditional agency."</p><p>"In order to grow, we have to constantly do new things hinged on new areas of opportunity while continuing to do what's working efficiently," added Jonathan Newcomb, CMO at eyewear startup Felix Gray. "That's the reason we look for specialists that are accustomed to the kind of goals we have."</p><p>This has started to put<a href="https://www.iab.com/insights/the-rise-of-the-21st-century-brand-economy/"> bigger ad companies under major pressure.</a> But they aren't taking the threat lying down.</p><p>Full-service digital agency Huge, which set up its own coffee shop in Atlanta three years ago to double up as a retail R&amp;D facility, is now working on a new vending machine tied to a direct-to-consumer offering set to launch in 2019.</p><p>And media agency R2C has set up its own proprietary software to track its clients' marketing efforts on a CPA (cost per acquisition) basis. It has also established a separate company called Leavened, which offers a platform and tools specifically for DTC companies.</p><p>"DTC brands have a high expectation for accountability of their marketing spend, including offline," said Jane Crisan, president and COO at R2C. "We have made heavy investments over the last 6 years to create a suite of proprietary tools designed for this."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/eric-barker-millionaires-bad-grades-gpa-2017-6">Valedictorians rarely become rich and famous - here's why the average millionaire's college GPA is 2.9</a></h3>        <div>                    </div>    </div>

'We'd rather be a sushi knife than a Swiss army knife': How ad agencies are responding to the DTC boom

You Searched For "SEIT" and got 3 results

Mahindra Group, Ontario Teachers' co-sponsor InvIT in renewable energy space

PTI

TV companies gun for direct-to-consumer dollars, Facebook and Google's privacy crackdown, Pepsi fights back

Lucia Moses

'We'd rather be a sushi knife than a Swiss army knife': How ad agencies are responding to the DTC boom

Tanya Dua

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