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India's top 15 most desired brands in 2021, as per TRA Research

India’s top 15 most trusted brands in 2020, as per TRA Research

Mumbai, Feb 26 () Mobile phone brands Samsung featured at the top and Apple iPhone the next in the most desired brands list in 2020.At the third slot is again Samsung, but in the consumer electronics segment, followed by Sony TV and Maruti Suzuki.For Samsung Mobiles, this is the fourth entry having been topping the list in 2013, 2015 and 2018.From a group level or house of brand perspective, the Tatas have 30 brands in the list followed by Godrej with 11 and Amul, Reliance, LG with nine each brands in the list complied by TRA Research.The laptop maker Dell secures the sixth rank, followed by Samsung TV, Amul Milk, Honda Activa and Hyundai at the tenth sot. The list has 394 new brand entries, N Chandramouli, chief executive of TRA Research said here on Wednesday.The list is based on the consumer expressions of desire on 36 intangible attributes of a brand, he said, adding the 2020 list has 1,000 brands across 326 categories and 39 super-categories.However, the homegrown brands dominate the top 100 of the list featuring 42 brands, followed by 15 American, 12 Japanese and 11 Korean brands. Six German brands also feature of which three are luxury car brands followed by four British brands, and three Chinese mobile brands.The ranking is based on inputs from 1,454 consumer-influencers across 14 cities and generated nearly 3 million data points and 5,000 unique brand mentions, Chandramouli said. BEN MKJ

Samsung, Apple most desired brands: TRA Research

<ul><li>We bring to you a series of columns from industry experts, looking back at the last 10 years. </li><li>The columns will explore how the media, marketing and <keyword id="34612" type="PERSON" weightage="20" keywordseo="advertising-industry">advertising industry</keyword> has transformed in the last decade. </li><li>N. Chandramouli, CEO, <keyword id="3152513" type="PERSON" weightage="20" keywordseo="TRA-Research">TRA Research</keyword> lists down the disruptions that have attempted to improve communication, its strategy and its implementation in industry.</li></ul>The world’s commerce and therefore, mankind’s development, is crucially dependent on marketing communication - the type of communication that helps promote brand ideas. Though the potential of these trillion dollar ideas to grow and build the future is high, their ability to contaminate and destroy opportunities is equally astonishing. Innovative and useful products fail, organizations are unable to align vision, investors are quickly disheartened and seek exit – and all this and more, not because what organizations did was wrong. Most times it is because organizations could not effectively communicate their service, vision, product benefits correctly, or because they totally misunderstood their audiences. When communication fails, it destroys human potential, and in the progressive destruction of each such opportunity, the collective future of mankind is adversely impacted. Using communication sustainably is most essential because opportunities of an eternity are embedded in the seed of every communication. Communication gone wrong has disastrous consequences. So here I will list down disruptions that have attempted to improve communication, its strategy and its implementation. 1. Brand metrics have changed: Old, antiquated brand metrics like Brand Health, Incremental sales, Brand equity, Net Promoter Scores (NPS), Customer satisfaction, Market Share, Wallet share, Lifetime value, among many other such Brand-centric models have become passé. The only reasons these models continue to be used is due to the dual conundrum of inertia and paradigm blindness. What’s the disruption? In the last couple of years, there are hundreds of brands which have adopted a consumer-centric brand model, called the Buying Propensity Brand Model to measure and evolve their brand. The customer centricity brings in greater awareness, better relationships and better confidence to the brand to evolve customer-centric strategies. 2. The age of selling is dead: Most of the brands still try and sell to the customer, a model which is no longer relevant in the new-age world. This is an age where all arbitrages have been obliterated – there are no differences of access, price, knowledge or availability. This 150-year-old model, often abbreviated as AIDA, is well on its way to its grave. What’s the disruption? In a world when the customer has a plethora of choices and the means, the only way a brand can engage is by helping the consumer buy. The Buying Model is in. It requires a brand to invest deeply behind understanding why consumers trust and desire a brand. Trust is the transactional element while desire is the deep psycho-socio-cultural aspects that lend to buying a brand. 3. Brand loyalty where a customer is loyal, is no longer a truism: Brand loyalty implied that a customer would be loyal to a brand. This concept may have worked in an environment when there were only a few choices, for who does not remember the 5-year waiting lines for a scooter. What’s the disruption? Today, it is a buyers’ market, where the choices for the customer are plentiful and more. As the relationship quotient of the new-age millennial customer is oriented towards fulfilment and not longevity, the term Brand Loyalty implies that the brand has to be loyal to the customer. 4. Old departments are getting dismantled: The sales department struggles to understand why a customer is not buying. Almost every brand custodian is astounded by the happenings with their brand. They do the same things as they were doing a decade ago, and yet things are not working. What’s the disruption? The new department being set up in organizations is the Trust Department. Evolved organizations understand that their value is in the trust that the customer holds in their brand. The future of this is that you will see Brand Trust experts on the Board soon. 5. Media is dying, but it is alive: For those who will know, nearly a dozen media houses have shut down in the last 6 months. What happened in the US over 2 years, compressed itself to just 6 months, accentuated by the slowdown of the industry, and therefore also advertising What’s the disruption? New, independent, subscribed media with exclusive information is getting more traction than that which gives generic information. It shows the need to have information that is exclusive, for news no longer implies knowing what others already know. 6. Noise versus voice: The current techniques of communication are similar to dynamite fishing - blasting of fish with loud, high impact explosives, stunning fish into stupor (and even killing many in the process). Imagine the fish to be the customers, and the dynamite to be the decibels of advertising. We live in a world of stunned customers. What’s the disruption? Giving a voice to your brand has replaced the noise that made sense some years back. The narrative of the brand has to be as exciting and engaging as that of a good friend. This transformation is changing the way some brands think about their customers and themselves. To survive and grow, brands need to shake up the dust from their coattails, be willing to take risks of changing their brand models and build relationships with the customers. These alone will create and maintain the keenness-to-buy among their customers. - By N. Chandramouli, CEO, TRA Research

Six disruptions that will change the future of brands

<ul><li>India’s Most Desired Brands 2020, the fifth in the Report series, is the result of primary research based on the proprietary 36 Attributes of Desiredness that have been studied and identified by <keyword id="235026" type="ORGANIZATION" weightage="20" keywordseo="TRA">TRA</keyword> Research.</li><li>This year’s research was conducted among 1,454 consumer-influencers across 14 cities and generated nearly 3 million data points and 5,000 unique brand mentions.</li></ul> <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> has emerged as TRA’s Most Desired Brands 2020 for the fourth time. The brand also led the list in 2018, 2015 and 2013 reports as well. Technology giant <keyword id="6354427" type="ORGANIZATION" weightage="20" keywordseo="apple">Apple</keyword> takes the 2nd place, up one rank from last year, having climbed steadily over the years from rank 290 in 2015 to the second place this year. Samsung features again at 3rd rank in the Consumer Electronics Category. Sony Entertainment Television, the GEC channel is a debut entry and rises by an impressive 594 ranks to occupy the 4th position this year followed by <keyword id="44883" type="CITY" weightage="20" keywordseo="Maruti-Suzuki">Maruti Suzuki</keyword> at 5th. The Austin-based laptop maker Dell secures 6th rank, Samsung in Televisions at 7th, Amul Milk at 8th, Honda Activa at 9th and Hyundai at 10th follow sequentially. The MDB 2020 list has 394 new brand entries which did not feature in the last edition. 
 
 <div type="image" title="Most desired brands" msid="74329966" hostid="261"></div>





 Speaking about the report, <keyword id="1860602" type="PERSON" weightage="20" keywordseo="N-Chandramouli">N Chandramouli</keyword>, CEO, TRA Research said, “Desire is a longing for a brand irrespective of its need, and the success of a brand is highly dependent on the desire quotient it emanates. The brands which feature in this list have been able to exude a deep magnetic pull that impacts the consumer at a subliminal level. TRA’s syndicated research is based on our proprietary Brand Desire Matrix which measures consumers’ expressions of desire on 36 intangible attributes of a brand”. MDB 2020 lists 1000 brands across 326 Categories and 39 Super-Categories.” The F&amp;B Category has 159 brands in the report and FMCG features 129, totaling 28.8% of the listing. Automobile features 75 brands, Consumer Electronics lists 59 and BFSI &amp; Personal Accessories have 56 brands each. The Fashion-to-Financial Services conglomerate, Tata Group, leads with 29 brands featured, of which ten are Category leaders. Godrej Group has 11 brands listed with three Category leaders and Amul gets 9 brands included in the report of which eight top respective Categories. Indian brands dominate the top 100 of India’s Most Desired list featuring 42 brands, followed by 15 American, 12 Japanese and 11 South Korean brands. 6 German brands also feature of which three luxury car brands dominate the list. 4 UK brands make it to top 100, and the three Chinese brands which are included in the list are from the Mobile Phone category.

Samsung, Apple, Sony Entertainment Television and Maruti Suzuki emerge as some of India’s most desired brands

Mumbai, Apr 24 () A consumer research among urban Indians has found a near-allout support for the COVID lockdown, with 98 per cent of those polled saying the shuttering has been effective in controlling the spread of the deadly virus.But a large number of those polled in the top 16 cities are worried about the economic fallout of the more than a month-long lockdown on their incomes and jobs.The overall perception on the crisis recovery is 'good' on health front and 'poor' on the economic front, said a report by market research firm TRA Research, which is into consumer insights and brand analytics.While 73 per cent of those polled trust the government's ability to combat the crisis, the same for the government's economic ability to fight the battle is only 63 per cent, showing that the fears of a long-term financial and economic impact are prominent in the minds of the people, the report said.The survey conducted across 16 cities from April 10 to 22, among over 900 people, delves into their perceptions, attitudes, worries, fears and expectations.According to the report, overall 91 per cent feel that the lockdown is effective, while 98 per cent of those polled in five cities feel its effectiveness is excellent. However, as much as 74 per cent feel the overall implementation of the lockdown across cities is lower.On the findings of the survey, N Chandramouli, chief executive of TRA Research said the survey shows big gaps in information and knowledge about the COVID transmission, especially in two age-brackets -- 21-24 years and 46-50 years. The same information gap is seen across cities, barring Mumbai.It is most important that parents take cognizance of the fact that children are going through extremely traumatic conditions during the lockdown, and need to take time and effort to explain and guide their kids through with empathy and love, Chandramouli said.The highest concern for families across the cities is the fear about contract the disease (74 per cent), followed by job/business loss (68 per cent), and delayed salary (62 per cent). While Lucknow has the highest number of worried families at 85 per cent, followed by Nagpur at 81 per cent. BEN BALBAL

Urban India gives Covid lockdown a thumbs-up

<ul><li>After declaring that <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> would never have ads, CEO Reed Hastings announced the arrival of advertisements on the platform as it struggles to meet its revenue goals in India.</li><li>In fact, Netflix is renegotiating deals to put ads on its platform globally and will launch first in countries that have more mature advertising markets.</li><li>Amazon Prime Video is the only over-the-top platform now that doesn’t have brand ads.</li><li>While Netflix, Amazon Prime all started as subscription video-on-demand platforms, experts say that in an increasingly competitive marketplace, they will find it difficult to sustain without ad revenue.</li><li>Disney+Hotstar was one of the first platforms to introduce a hybrid model in India and that seems to be the future of streaming platforms.</li></ul>Netflix CEO Reed Hastings, once famously said that it will <a href="https://www.gadgetgram.com/2020/01/28/netflix-will-never-have-ads-according-to-its-ceo/">never have ads </a>on its platform. Hastings, who had once said that ads exploit users, is now looking at ads to grow revenues. The streaming giant Netflix, which introduced India to the world of international OTT entertainment, slashed its subscription price but is yet to find its foot in the market. “The thing that frustrates us is why haven’t we been as successful in India. But we are definitely leaning in there,” Hastings said earlier this year. On July 20, it reported that it has lost a million subscribers globally. And it looks like it’s losing its sheen in the Indian market too. Disney+Hotstar is the most downloaded OTT app in India, followed by MX Player and ZEE5, as per App Annie’s State of Mobile 2022 <a href="https://www.businessinsider.in/tech/enterprise/news/could-the-days-of-mooching-off-netflix-accounts-come-to-an-end-in-india-heres-what-experts-say/articleshow/90372447.cms">report</a>. Netflix India didn’t make it to its top 10 either in a crowded market place with over 40 OTTs vying for consumer attention. <div type="image" title="ott" msid="93000134" hostid="261" caption="&amp;lt;p&amp;gt;CLSA&amp;lt;/p&amp;gt;"></div> Netflix said that its ad plans will start in the most mature markets first, but the Indian market has already reached there. Advertising will bring more revenue to Netflix, Amazon and <keyword id="2739840" type="General" weightage="20" keywordseo="hotstar" source="Orion">Hotstar</keyword> While some <a href="https://www.dailymail.co.uk/sciencetech/article-10805345/Netflix-users-threaten-CANCEL-subscriptions-starts-showing-adverts.html">users </a>were concerned about having to ‘skip ads’, advertisement-based video on demand (AVOD) models are money churners for OTT players. According to the TMT<a href="https://www2.deloitte.com/in/en/pages/technology-media-and-telecommunications/articles/big-bets-on-smartphones-semiconductors-and-streaming-service.html"> Predictions 2022 report</a> by Deloitte, AVOD is expected to garner more revenue than subscription-based video on demand (SVOD). The report predicts that India’s AVOD market will double from $1.1 billion in 2021 to $2.4 billion in 2026. However, it also predicts similar growth for SVOD from $0.8 billion to $2.1 billion. The overall OTT space in India is expected to grow at a CAGR of more than 20% to reach $13-15 billion over the next decade. Advertisement, subscription and a wide content library -- future of OTT should be hybrid Netflix’s struggle in India points to the beginning of a new era. After Netflix introduces ads, India’s OTT ecosystem will never be the same. Netflix and Amazon Prime are the only two mainstream platforms in India without ads now. Experts are confident that Amazon Prime will continue to hold its ground and not follow Netflix’s suit. “Amazon Prime is unlikely to follow the AVOD format as the OTT service is a bundled service and comes along with a faster delivery for Amazon’s e-retail channel, almost like a deal sweetener. Also, Amazon has deep pockets and is under no pressure to create profits independently for this service,” N Chandramouli, CEO of brand intelligence and data insights firm TRA Research told Business Insider India. Chandramouli thinks that the OTT landscape will continue to have both SVOD and AVOD formats, and a combination of the two. <keyword id="959269" type="General" weightage="20" keywordseo="ott-platform" source="Orion">OTT platform</keyword> Disney+Hotstar has been able to gain an edge here. It has been operating on a hybrid model that gives consumers more choices across plans and even limited content which is ad supported. “Since AVOD is still in its inception, the consumer reaction to it is yet to be gauged. However, both formats will have their base and both are likely to exist side-by-side,” he added. But it’s not only the SVOD players who’ll make the switch but AVOD players will too. MX Player, which has 34% market share as per CLSA, has been operating on an AVOD model. A month ago, it moved to a hybrid model and launched its annual subscription plan MX Gold at ₹299. Lloyd Mathias, business strategist and independent director said that video streaming platforms will increasingly move to AVOD. “Despite a growing OTT market, a 100% dependence on subscription revenue may not suffice for OTT platforms. While Netflix, Amazon Prime all started as subscription VOD platforms, in an increasingly competitive marketplace, they will find it difficult to sustain without ad revenue. There is so much content available free through a combination of user-generated content (UGC) and through AVOD platforms like YouTube, that consumers are spoilt for choice,” Mathias told Business Insider India. In the long run, Mathias said that a hybrid model may be the most viable for both consumers and content providers. “OTTs can hook users with free content (AVOD) and then entice them to pay for premium (SVOD) content along the way. The revenues from a hybrid stream will also make it possible for the OTTs to commission and carry exclusive high-quality content,” said Mathias.

OTT platforms can survive in the Indian market if they go the Hotstar-way

Guwahati, Mar 24 () The Assam tea industry onTuesday sought exemption of gardens from the lockdownannounced by the state government to contain the spread of thenovel coronavirus.The Consultative Committee of Plantation Associations'Assam Valley branch convenor Abhijit Sharma said thatnecessary plant protection measures through spraying of pestrepellents to tea bushes and irrigation are essential.In the absence of such measures, there will bepermanent damage to the tea bushes, which will aggravatelosses of production and productivity, Sharma, who is alsosecretary of Assam Branch of Indian Tea Association, said."We, therefore, would like to make a humble submissionto allow the tea gardens to undertake spraying and irrigationoperations in the tea sections and the concerned executives,staff and workers to work in such operations during the periodof closure as announced," Sharma said in a letter to theprincipal secretary of the labour welfare department.The state government had announced that Assam will beunder lockdown from 6 pm on Tuesday till March 31 in the wakeof the novel coronavirus pandemic.In view of scanty rainfall at present, it is alsorequired to continue irrigation in the tea gardens, Sharmasaid.The Tea Research Association (TRA), in a separateletter, has also said that the essential plant protectionmeasures are necessary for the productivity of tea gardens. DGBDC BDC

Coronavirus: Assam tea industry seeks exemption from lockdown

<ul><li>Over the years, the professional networking site <keyword id="28120" type="General" weightage="20" keywordseo="linkedin" source="Orion">LinkedIn</keyword> has managed to carve a niche for itself in the business-to-business segment.</li><li>This popular marketing tool is also the most expensive digital advertising platform on the internet.</li><li>We speak to digital advertising agencies to find out why it is expensive if it is worth it and how can advertisers make the most of it on a small budget.</li></ul>If you've ever tried running advertisements on the professional networking site LinkedIn, then you probably will have noticed that they generally cost a lot more per click and per 1000 impressions (CPM) than Google Ads and Facebook Ads. It is the most expensive digital advertising platform of them all in India. For example, we tried boosting an article on Facebook and LinkedIn with a similar allocated budget of ₹2,000. Facebook’s average Cost Per Click (CPC) was as low as ₹0.51 but LinkedIn cost us around ₹20. <div type="image" title="Linked vs Facebook" msid="91623702" hostid="261" caption="&amp;lt;p&amp;gt;Linked vs Facebook advertising cost&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Why is LinkedIn advertising more expensive than other platforms?" text="Why is LinkedIn advertising more expensive than other platforms?">Why is LinkedIn advertising more expensive than other platforms?</cmsannotation> After boosting our articles on both these platforms, we found that Facebook uses demographic and interest-based targeting that directly targets consumers, while LinkedIn focuses more on professional targeting. So, LinkedIn is more suited for B2B commerce and Facebook is generally better for B2C targetting. While the cost and objectives vary from brand to brand, Aashka Mehta, media lead at advertising agency Schbang, says, “The cost to advertise on LinkedIn is almost 15-20X more expensive than on Facebook.” “LinkedIn’s level of targeting is very different from other platforms. It is niche and hence the additional cost for the same,” adds Mehta. LinkedIn makes it easy for a brand to segment its audience and reach one like-minded set of people at a time. It offers rich demographic data points such as job function, seniority, company name, geography, industry, interest-based targeting group membership, skills, etc. Telling us when are LinkedIn ads commonly used by a brand, Shradha Agarwal, ceo and co-founder of digital agency Grapes, says, “LinkedIn Ads campaigns are usually being used for job recruitment ads, service and product sales, lead generation, promoting content, increasing visibility, and reaching for a new company location. And if we have to compare getting relevant traffic to the website, Linkedin is at least 5X of Facebook and 2X of Twitter. However, conversions are way better.” For N Chandramouli, ceo of TRA Research, which is a brand intelligence and data insights company, LinkedIn has become ‘official WhatsApp’ of sorts. He gave us an example of how expensive LinkedIn’s lead generation can be, which is considered to be its most effective form of marketing on the networking site. “Per lead could be a person, a company or anything that I'm seeking. If you were to advertise, this could go up to about ₹1300 per lead, which is a very expensive lead generation point. But if you use the platform intelligently, not wildly spend like Facebook -- from over a few lakhs of rupees, you can get it down to ₹200 per lead. The amount of spends can go from as low as $1,000 or even lesser per month to maybe $10,000 or even higher per month. So, it all depends on how active you really want your campaign to be.” <cmsannotation type="cmsannotation" annotationid="Is LinkedIn gaining more attention from advertisers now?" text="Is LinkedIn gaining more attention from advertisers now?">Is LinkedIn gaining more attention from advertisers now?</cmsannotation> After the advent of social media and the internet, marketing trailblazers have started chasing return on investment (ROI) on their marketing strategies. They have shifted their focus away from monthly reports to taking insight-based decisions. To understand what ROI on LinkedIn means, as an example, let’s say you spent $5,000 on LinkedIn ads and it generated $10,000 in revenue from those ads. Here’s how you can track your ROI: Marketing ROI (%) = [($10,000 - $5,000) / $5,000] * 100 Marketing ROI (%) = 100% While LinkedIn is not a low-cost medium, it is known to yield a positive marketing ROI and marketers say it is worth it. “It has a promising conversion rate of 6-8%! At $5.26, LinkedIn has the highest CPC compared to other social media platforms. However, this doesn’t mean that LinkedIn’s ads are overpriced. Rather, it just shows how highly ‘clicks’ are valued on this platform,” says Shrenik Gandhi co-founder and CEO of digital advertising agency White Rivers Media. For its ability to deliver targetted audience and concrete ROI, Rajni Daswani, director of digital marketing at advertising agency SoCheers, also says expensive advertising on LinkedIn is worth it. “There is no other platform that gives you a direct audience with the educated, working-class, bread earners in the family kind of people. A lot of brands are seeking this data and are willing to pay the expensive rates that come with it.” <cmsannotation type="cmsannotation" annotationid="LinkedIn’s growth story and what lies ahead" text="LinkedIn’s growth story and what lies ahead">LinkedIn’s growth story and what lies ahead</cmsannotation> LinkedIn has seen massive growth in its users after the pandemic. As per research and analytics platform NapoleonCat, LinkedIn had an audience reach of 89 million people in India in April 2022, which accounted for 6.3% of its entire userbase. On the other hand, <keyword id="6384676" type="General" weightage="20" keywordseo="social-media-platform" source="Orion">social media platform</keyword> Facebook’s <a href="https://napoleoncat.com/stats/facebook-users-in-india/2022/04/">user </a>base in India in April 2022 was 400 million. Currently, India is the second-largest market for LinkedIn. Around the time when the coronavirus outbreak started blanketing the globe, LinkedIn’s user base in India was recorded at 67 million in April 2020. <div type="image" title="LinkedIn-users" msid="91623756" hostid="261" caption="&amp;lt;p&amp;gt;LinkedIn&amp;#39;s user growth&amp;lt;/p&amp;gt;"></div> With 810 million users worldwide, LinkedIn has become the backbone of the global business community. For any working professional, it is a platform that allows you to make a first impression on your prospective employers, help you build your community and amp up your skills. Advertisers are using LinkedIn to avoid shouting into a void. This professional networking platform gives them targetted B2B audience. So, it is also increasingly taking up more of brands’ budgets. LinkedIn’s ad revenue exceeded <a href="https://view.officeapps.live.com/op/view.aspx?src=https://c.s-microsoft.com/en-us/CMSFiles/SlidesFY22Q2.pptx?version=4a9117e1-04ff-5143-12a0-1ecfc041aa59">$1 billion in 2021</a> and its overall revenue grew by 37%. Sharing the reason behind the recent influx of B2B advertisers, Sachin Sharma, Director, LinkedIn Enterprise Marketing Solutions India, says, “As we emerge from the pandemic, building a community has never been more important. Our 88 million member strong professional community in India of customers, marketers, advertisers are all turning to LinkedIn at this time to learn, connect, and share information and knowledge — and LinkedIn has been uniquely positioned to foster this community. We are a top 3 player in B2B digital advertising today, and our community is the backbone of this record-breaking growth. With our targeting features, they are better able to reach the right, and highly engaged, professional audience so they can be more precise with the ads they show. We're also making the right investments by training our bidding models to be smarter in how we bid, which is improving ROI for our customers and bringing them more value for their campaign spends and driving more conversions.” <div type="image" title="LinkedIn-users.2" msid="91623773" hostid="261" caption="&amp;lt;p&amp;gt;Advertising revenue generated by LinkedIn year-on-year&amp;lt;/p&amp;gt;"></div> According to LinkedIn, f<a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">our out of five </a>of its users have the power to impact business decisions. These movers and shakers also have <a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">2x the buying power</a> of typical online audiences. While Facebook has more users than LinkedIn across the world, some advertisers find LinkedIn more lucrative than other networking platforms. Gandhi explains why LinkedIn gets more preference in the brandverse. “LinkedIn’s competitive advantage is that it is a professional networking site. While Facebook boasts over 2 billion people, LinkedIn has 600+ million professionals - In digital advertising, quality reigns supreme over quantity! Compared to other social media platforms, LinkedIn advertising is more expensive but it is certainly not overpriced for the value it provides.” As per Pranav Ahuja, co-founder and CEO of digital ad agency Xeno, LinkedIn typically allows you to choose from four different kinds of ad formats: sponsored content, sponsored messaging, lead generation forms, and text and dynamic ads. The initial 2-4 weeks of advertising on LinkedIn are typically considered a learning experience for brands and media buyers to figure out what works (or doesn’t). To begin with, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000. To get the most bang for your bucks, make sure you end your LinkedIn ad with a clear call to action (CTA).

LinkedIn is the most expensive digital advertising platform but is it worth it?

<ul><li>The streaming giant <keyword id="128682" type="General" weightage="100" keywordseo="netflix" source="Orion">Netflix</keyword> announced last week that it will start charging extra for users outside their households as a way to prevent password sharing.</li><li>Netflix CEO Reed Hastings had recently said the company was “frustrated” that it couldn’t get subscriber growth momentum going in India.</li><li>So if Netflix were to crack down on password sharing in a price-sensitive market such as India, it could lose its subscriber base to other platforms, experts say.</li></ul>In India, your Netflix account isn’t just yours. Well, mostly. It is a collective account of your friends, their friends and even their ex-partners who are not in touch with them anymore. One person pays for the subscription and three to five other freeloaders mooch off of it; a new-age bond that transcends across religion, age and geography. So, when streaming giant Netflix made an announcement that it wants its users to stop sharing passwords with their friends and family — an update that is currently live across Chile, Costa Rica, and Peru — it riled up many internet users. Shortly after, a meme fest sparked up. <div type="twitter" handle="Shweta_baranwal" handlename="Shweta Baranwal" image="http://pbs.twimg.com/profile_images/1458726529173577729/rtylniVq_normal.jpg" favoritecount="1" retweetcount="0" status="Looks like it's time to giveup few friendships #netflixpassword" createdat="1647604581000" id="1504788798051614727"></div> <div type="twitter" handle="fine_as_wine1" handlename="Mekia ♊" image="http://pbs.twimg.com/profile_images/1501471608233414657/P8aqqFwF_normal.jpg" favoritecount="1" retweetcount="0" status="Went up on the price now trying to dictate people sharing their passwords all without even adding new content 🙄 Car… https://t.co/fBrlc3woIP" createdat="1647723017000" id="1505285553297760265"></div> Should freeloaders be worried in India? In a <a href="https://about.netflix.com/en/news/paying-to-share-netflix-outside-your-household">blog </a>post that went live on Wednesday, Chengyi Long, director of product innovation said, “They [multiple streams] have also created some confusion about when and how Netflix can be shared. As a result, accounts are being shared between households – impacting our ability to invest in great new TV and films for our members.” So, Netflix will now start charging extra for users outside their households as a way to prevent password sharing in these markets, to begin with, and later evaluate whether to bring it to other markets. It is adding two features to curb sharing – ‘Add Extra Member’ and ‘Transfer Profile to New Account.’ While Netflix hasn’t given any indication as to whether it plans to expand this new feature beyond initial test markets, if it does, it could have a negative impact on its rather <a href="https://www.businessinsider.in/tech/news/netflix-added-8-3-million-paid-subscribers-in-last-quarter-its-slowest-growth-since-2015/articleshow/89033252.cms">slow growth</a> trajectory in India. As per data and analytics platform <a href="https://www.data.ai/en/insights/market-data/state-of-mobile-2022-bouyant-economy/">App Annie</a>, Netflix currently has the largest global footprint among video streaming services and is set to surpass 1 million downloads in over 60 countries in 2022. However, the story is different in India. The California-based global streaming platform Netflix is losing its users to homegrown platforms. As per App Annie’s State of Mobile 2022 report -- sorted by total downloads as of 2021, Disney+Hotstar is the most downloaded app, followed by MX Player and ZEE5. <keyword id="3194526" type="General" weightage="20" keywordseo="netflix-india" source="Orion">Netflix India</keyword> didn’t make it to its top 10 list. While Netflix doesn’t reveal its user base for the Indian market, <a href="https://economictimes.indiatimes.com/tech/technology/netflixs-lack-of-success-in-india-frustrating-cofounder-reed-hastings-says/articleshow/89044470.cms">media </a>reports indicate that it is between 4.3 million-4.5 million, which is a small fraction of its competitor Disney+Hotstar (close to 36 million) and Amazon Prime Video (over 17 million). Even Netflix’s co-chief executive (CEO) and cofounder Reed Hastings admitted that the team has been stumped by the lack of success in India. In the company’s post-results webcast for the October-December quarter of 2021, Hastings said, “The thing that frustrates us is why haven’t we been as successful in India. But we are definitely leaning in there.” Business Insider India has reached out to Netflix India for comments on the story, but the company has not responded till the time of filing this report. Before Hastings voiced his frustration publicly, Netflix India had <a href="https://economictimes.indiatimes.com/industry/media/entertainment/netflix-india-cuts-prices-across-its-streaming-plans/articleshow/88267582.cms">slashed </a>its pricing for the mobile-only plan from ₹199/month to ₹149/month in December 2021 to expand its user base and cut through intense rivalry from Disney+Hotstar, Amazon Prime Video and other 60 over-the-top (OTT) platforms. With its choppy growth numbers and slow subscription rate, if Netflix were to restrict password sharing in a price-sensitive market like India, it could slide even further downhill. The streaming platform was launched in India in January 2016 and it is in the initial days of the launch, brand guru and founder of Harish Bijoor Consults Inc., Harish Bijoor, says that a brand or business must set the right practice, and changing it all of a sudden has aspects of ‘negative-peril biting into it.’ “Netflix is watched in India by more people who pay for it. And that is a reality that has its positives and negatives. Password-sharing is today the norm and accepted practice. Something Netflix did not curtail as a practice in its early days. India is a jugaad market. Password-sharing is today a practice that upset the apple cart of many a viewer and many a subscriber. It is going to have quite the effect that a Whatsapp could experience if it became a fee-paid service. Netflix's frustration is really of its own making,” explains Bijoor. As per consulting firm Ormax Media’s OTT sizing <a href="https://www.businessinsider.in/advertising/media/article/india-has-353-million-ott-users-and-96-million-active-paid-subscriptions-which-translates-into-a-penetration-of-25-3-ormax-media-report/articleshow/85791184.cms">report </a>2021, India had a total of 353.2 million OTT users, out of which only 40.7 million i.e., 11.5 % were subscription video-on-demand (SVOD) users and a huge chunk of this market relies on password sharing. Gautam Jain, partner, Ormax Media says, “A large set of OTT users are SVOD Non-paying -- around 19.8 % (69.8 million), i.e., those who watch SVOD content but through password sharing or downloads. While the SVOD subscribers would have shown growth, this non-paying segment would have also grown given the price sensitivity amongst Indian audiences.” In Chile, Peru and Costa Rica, Netflix is charging an extra fee to users who share their accounts outside their household. Subscribers will be charged about $2.98 a month in Chile, $2.99 in Costa Rica and about $2.12 in Peru. As per research firm Trust Research Advisory’s (TRA) CEO, N Chandramouli, the Indian market is so price sensitive that fast moving consumer goods (FMCG) giants are scared to make even a 2 rupee change in their packets of biscuits, shampoo or noodles. Similarly, he says that Netflix’s price-slashing strategy from ₹199 to ₹149 has not attracted new customers. It has allowed its current subscribers to move to an even cheaper plan. And in India, Chandramouli says, pirates are always a step ahead than creators. So, if Netflix were to revise its pricing strategy for the third time in India, it could confuse users, leading to a rise in pirated content. To buy pirated content in Mumbai without having to download an app, all you have to do is walk down the Fort area and you would find 4-5 vendors chasing you — offering the latest releases on a CD or a pen drive, he adds. “There is a huge amount of piracy, which has now climbed onto the OTT bandwagon. Whether it is Telegram or Chinese torrent apps, pirated OTT content is shared there indiscriminately. From the very beginning, from softwares to movies, Indians don't find too much of [sic] qualms about piracy. On top of that, there are about 40 OTT platforms in India. So, the options in entertainment is proliferated [sic] and in this market, a slight price increase could have an impact. Netflix is attempting different strategies in order to attract new subscribers, but nothing has happened. People have downgraded their plans. So, Netflix will suffer a big backlash from existing users if at all it was to renew prices and stop password sharing,” he says. According to a <a href="https://www.thehindubusinessline.com/info-tech/as-digital-piracy-rises-amid-pandemic-original-content-creators-losing-money-ey/article34743362.ece">report </a>by Digital TV Research, the loss of revenue for OTT players on account of piracy in India is expected to hit $3.08 billion by 2022. OTT players are trying to woo consumers with exclusive Bollywood movies and regional content. Chandramouli pointed out that Netflix or Amazon Prime haven’t been able to get their acquisition strategy right in India yet. Citing a recent example, he said that both these streaming services rushed to get Amitabh Bachchan’s movie Sooryavanshi onto their platform for ₹100 crore, which is at least shown once a week on Set Max and other television channels. On television, a viewer can get a minimum of 900 channels in ₹300-350 per month bouquet. It is the only entertainment medium that drives close to <a href="https://www.businessinsider.in/advertising/media/article/how-india-is-cutting-the-cord-to-drive-an-ott-revolution/articleshow/90347924.cms">60%</a> of its revenue from a subscription-based model as compared to other forms of traditional media that are heavily dependent on advertisements. So, if Netflix charges a 10-15% extra for sharing passwords within an Indian household, which is ₹25 to 30, research firm Elara Capital’s senior vice president Karan Taurani also believes that it could have a negative impact. “Indian consumers are very value-centric and they don’t pay for one platform but a bundle of platforms. Netflix has done well in India after reducing its prices and offering a quantity of content. This two-fold strategy has led to the scaling of their subscriber base. If they ask for substituent fee from separate family members, it could work in a negative way because we haven’t been used to it. We pay for one TV set-up box and there are three-four watchers in every household,” says Taurani. When Netflix came to India, it priced its maiden premium plan at ₹500, which Tarurani says was 7X-8X higher than TV bundle plans and other OTT platforms. It was competing with OTT platforms and a huge TV-watching audience in India back then. This challenge led to Netflix’s slow growth and the streaming company has changed pricing as well as introduced a mobile-only plan in the country since then, slashing its price by 60%. “Netflix India revenue has grown 65% YoY in FY21 and it has a market share of almost 35% in India’s SVOD market; we believe Netflix has the first-mover advantage in India, as it was one of the first pay based OTT offerings in the country; it has been able to create a strong brand recall within Indian audience for premium content offerings behind a paywall and this will help it gain more market share as it penetrates deeper in India,” says Taurani. After the October-December quarterly results, Taurani says that Netflix is headed in the right direction. If Netflix now revises its password-sharing policy and price point, it could send the company back to square one.

Could the days of mooching off Netflix accounts come to an end in India? Here’s what experts say

<ul><li>After international sporting events saw a long hiatus, <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> began on July 23. However, with it came Covid scare. Last week, the number of positive cases breached the 100-mark.</li><li>Owing to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a threat to many lives.</li><li><keyword id="6374528" type="ORGANIZATION" weightage="20" keywordseo="toyota">Toyota</keyword>, for instance, has already pulled the plug on advertising and Coca-Cola said that it wouldn't be deploying any physical Olympic activations in Japan.</li><li>So, with subdued interest in the Olympics, is it best for brands to conserve the marketing spends till consumers spend and sentiment picks up? Is there a chance of their sponsorship backfiring and coming across as insensitive and tone deaf? We speak to brand experts to find out.</li></ul>After a year’s delay, the once-in-four-years summer sporting event Olympics, finally began on July 23, sans spectators. However, COVID-19 infections in Tokyo also continue to rise. According to PTI, it breached the 100-mark on Friday, with 19 more participants testing positive for the infection. The Czech contingent seemed among the worst hit after a fourth athlete Road Cyclist, Michal Schlegel tested positive for the virus. Apart from that, three athletes, 10 Games-concerned personnel, three media persons and contractors associated with the event have been found positive. Consumers have expressed mixed feelings of terror and hope. Due to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a serious threat to many lives. For the same reason, international auto brand Toyota has already pulled the plug on its Olymoc association and Coca-Cola has said that it won't be deploying any physical Olympic activations in Japan. If the number of athletes testing positive goes up, like Indian Premier League, the games might be called off. At the same time, the NBA had 48 positive cases within one week of testing before the season, but the league still went ahead. However, with the Olympics, there is a lot at stake. According to The New York Times, these are said to be the most expensive Olympics in history, and the year-long delay has only added to the budget, $15.4 billion to be precise. If the event is cancelled, IOC may have to refund around $4 billion. Despite the trepidation, brands remain unshaken. In India, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands are going all out to support them. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group and Nippon Paint as national sponsors. Amul, Raymond and JSW Group are game partners. Raymond has come onboard as the official styling partner. According to media reports, MPL Sports Foundation became the principal sponsor after signing a deal for Rs 80 million that covers the Tokyo Olympics and Asian and Commonwealth Games next year. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have already launched ads to celebrate athletes representing our country at an international stage. “A big question that stresses brands sponsoring the Olympics is whether their continuance may come across as being insensitive to the havoc that Covid has caused and continues to do so,” said Lloyd Mathias, Business Strategist and former Asia-Pacific Marketing head of HP. “Many people around the world feel that the IOC’s decision to continue holding the Games is inappropriate and seems tone deaf to the reality on the ground. Brands that are associating with the Olympics must stay watchful in their communication and ensure that their brand stays empathetic to the devastating impact that the pandemic has caused, while celebrating sporting excellence. Also, supporting the Indian contingent is always a worthy cause,” added Mathias. But will they get the best bang for their buck? N. Chandramouli, CEO, TRA Research said, “There is a lot of controversy regarding the hosting of the games now. Many think it would have been appropriate to postpone the Olympics by a year, but the cascading impact on the organizers and host country would have been financially devastating to force this decision. It's being called the $20 Billion bust for Japan as the money spent on the stadia will largely go unused. Hosting the Olympics in the middle of the pandemic will leave many sponsoring brands in a quandary if they will get ROI for the money spent. When the host-country Japanese brands are pulling back from advertising, including the Olympic title sponsor, Indian brands will likely do no different. The key mantra to survive Covid as a business is to keep the marketing powder dry, so as to be able to use it at the time when it is likely to give the maximum returns. With subdued interest in the Olympics it is best brands conserve the marketing spends till consumer spends pick up.” Chandramouli said that brands should support a few players/games, in which the likelihood of India winning is high. This once-in-four-years sporting event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. It brings an opportunity for Indian brands to be present on a global platform supporting Indian athletes that elicits feelings of national pride and togetherness. Albeit, low or no spectator events and a lower advertiser interest is likely to have a lower revenue for the games and casual watchers might opt-out. “Viewers have been deprived of quality live sport for much of 2020, though the last few months have been good. Also, many brands are looking at the next few months to ramp up their marketing given that the Covid second wave is behind us and hopefully the third wave will not be as severe. Also, with the festive season fast approaching this makes for a great TV property,” said Mathias. For brands that have associated with the summer games, Harish Bijoor, Founder, Harish Bijoor Consult advised to stay clear of on-ground activations. Bijoor said, “I do believe the Tokyo Olympics should have been scrapped altogether at the altar of the Pandemic. Sadly, that is not to be. My advice to brands would be to use the event as a pure digital property and avoid all on-ground activation. No brand wants to be associated with the image of a superspreader sponsor. Brands must therefore stay cautious. Yes, brands want to get viral, but Covid is not the virus to ride!” Overall, brand experts advise brands to be careful of their messaging, be more active on digital mediums to reach out to global sports fans and only associate with clear-winning games.

With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?

<ul><li>Known for wearing his heart on his sleeves, Virat Kohli is always batting for sixes when it comes to marketing and brand endorsements.</li><li>As per Duff &amp; Phelps, a Kroll business, his brand value also remained steady at $237.7 million in 2020.</li><li>With the ongoing Indian Premier League, we talk to experts to find out what makes Royal Challenger Bangalore’s Captain Virat Kohli Indian brands favourite endorser.</li></ul>Virat Kohli, the flamboyant Indian skipper who enjoys a massive fan base across the globe, has not only emerged as one of the most gifted cricketers on the field, he is also India’s favourite brand endorser off the field. Known as the ‘run and the record machine,’ Kohli retained his top position for the fourth time in a row in Duff &amp; Phelps’ ranking with a brand value of $237.7 million in 2020. In the brandverse, he has beaten the Khans and left the whole Bollywood far behind in the last four years. He is the only sports celebrity on the top 10 list this year. Even during IPL commercial breaks, he is one of the most visible faces on television with more than 17 brands in his kitty. As per IPLomania, a syndicated study from Hansa Research, Kohli is one of the most highly-rated players in the IPL. His popularity across performance parameters, as well as image attributes, have already surpassed those of Dhoni who has unequivocally been the biggest star in the IPL over the years. India is a country that worships cricket. IPL brings a great opportunity for brands to connect with their consumers and it is during this extravaganza that celebrity endorsements see a spike on television. According to TAM Sports-IPL 13 Advertising Report, the total number of celebrities seen in ads during the IPL went up by 92% for the first four live matches, as compared to the 2019 edition. The demand for cricket celebrities is also increasing over the years. The report further stated that IPL 2020 witnessed 18 sports celebrities in ad films during the first four matches. In 2019, only four sports stars were seen during the same duration. Kohli was the second most visible celebrity during IPL season 13, contributing 16% to the ad volume. As per media reports, Kohli is also the highest-paid athlete and apart from cricket, he earns a majority of his net worth from brand endorsements. Duff &amp; Phelps and Hansa Research told us that Kohli is expected to earn around Rs 10-12 crore or $20 million per endorsement on an average. So, what makes Kohli so popular? N. Chandramouli, CEO, TRA Research said, “Virat Kohli has established his credentials with panache in his earlier cricketing innings and the seeds of his popularity lies in that. His records in today’s day of fast cricket are quite commendable too. Though he has among the lowest percentage wins as Captain of any league team, his personal performance has been extremely good and makes him desirable as a brand ambassador. The value of Virat is linked to RCB victories, but a cricket celebrity is no longer just limited to the game, and his versatility has been useful for him. While Virat has a few more cricketing years left, other talents like Devdutt Padikaal are emerging, and as we know NILF (Nothing In Life is Free), so as long as Virat continues to score in the game, he will score with the brands and fans.” “He has emerged as the primary choice of product brands to engage and attract consumers. Not only has Kohli amazed the audience with his professional laureates, his personal life has also always been in limelight. Be it his strict fitness regimen or his ‘family man’ image, many product brands have associated with Kohli to capitalize on the perception he has created over the years. Even though he may not perform at the top on the cricket field at times, he is still the most loved celebrity in the brand verse owing to the additional qualities and quirks he brings to the table, which resonates well with the product’s brand image,” said Aviral Jain, Managing Director, Duff &amp; Phelps. Kohli represents brands across categories, as mentioned below in Duff &amp; Phelps 2020 report. Some notable endorsements signed by Virat Kohli include Great Learning, iQOO, Iqoo Smartphones, Lafarge, Max Life Insurance and Vizecare. Additionally, he has been endorsing brands like Colgate, Google, Hero, Puma, Vicks, etc. He was also recently appointed as the brand ambassador by IPL’s title sponsor Vivo. Telling us what inspired the brand to choose Kohli amongst other IPL team captains, Nipun Marya, Director - Brand Strategy, vivo India said, “Cricket in India is not just a sport. It is an emotion that binds the nation together. Virat Kohli steers this passion for the sport well through his commitment and winning mentality. When it comes to making the real difference in a Cricket match, Virat is the undisputed king. His strong character on the field and captivating charm make him bring joy to millions of cricket fans worldwide, making Virat a perfect choice for vivo. The idea behind associating with a sports youth icon like Virat is to better connect with our consumers. With Virat Kohli's association, we aim to reach the millennials and technologically driven consumers, the key audience for us." Brand Endorser, another syndicated study by Hansa Research, validates Kohli’s celebrity status. A comparison of ‘Celebrity Scores’ across various parameters – Recognisability, Personality, Persuasiveness, and Likeability – puts Kohli in the same bracket as Amitabh Bachchan, Shahrukh Khan, Shahrukh Khan, and Mahendra Singh Dhoni, some of India’s most bankable celebrity endorsers. Comparing Kohli with other cricketers, V. Sudarshan, – CMO and SVP, Hansa Research said, “Virat Kohli is one of the most expressive cricketers, be on the ground or during interviews. Tendulkar was a Cricketing God for a nation that had hardly seen any sporting personalities as heroes that had a global reverence. Dhoni was a small town railway employee asserting himself by winning the world cup. Virat did neither, but has managed to become a modern role model for a new India that is unapologetically assertive and fiercely independent. In terms of performance on the field, both Tendulkar and Dhoni were superlative in their own right. This was a vital factor in their stardom and the resulting marketability. Virat has not only matched it but, arguably, gone even further in dominance. He could be one of the first batsmen to be a genuine master across all formats – Tests, ODIs, &amp; T20s. Virat’s consistency in performance, and resonance with the youth could be seen as the key ingredients that make him such a sought after sports celebrity in India.” Sudarshan also told us that Kohli earns massive amounts of money via endorsements of brands like Puma, Audi, MRF, Colgate-Palmolive, Tissot and has done shoots for many personal care companies as well. MRF signed Kohli in 2015 for a three-year period, where he reportedly received ₹8 Crore per year. <cmsannotation type="cmsannotation" annotationid="Kohli’s charm on social media" text="Kohli’s charm on social media">Kohli’s charm on social media</cmsannotation> Kohli’s social media following also increased by 46.3% from 112.8 million in 2019 to 165.0 million in 2020, revealed Duff &amp; Phelps. He has been engaging with his fans frequently through live sessions, posts, reels, etc. Here’s how his Social Media following has grown across Facebook, Twitter and Instagram over the last 3 years. “This massive social media following adds to the potential consumer base for the associated brands, especially during the lockdown when most of the brands had little to no access to the traditional channels of advertisement. As per data from Hyper Auditor, his quality audience has increased by 66.6 percent from 41.9 Mn in 2019 to 69.8 Mn in 2020. Moreover, Kohli has been engaging with his fans frequently through live sessions, posts, reels, etc. His engagement per post also increased from 2.2 percent in 2019 to 2.8 percent in 2020,” said Jain. <cmsannotation type="cmsannotation" annotationid="Will RCB’s performance impact Kohli’s brand image?" text="Will RCB’s performance impact Kohli’s brand image?">Will RCB’s performance impact Kohli’s brand image?</cmsannotation> Kohli’s IPL team, RCB’s brand value declined by 9.9% in 2020. Considering that brands chase numbers and eyeballs, will this decline in the team's value impact Kohli’s net worth this year? Jain explained, “RCB’s value decreased largely due to the impact of pandemic last year. While RCB’s value declined last year, its value may have been further impacted had RCB not leveraged heavily on Brand Kohli. A large portion of RCB’s ability to generate sponsor interests (even after below average on-field performances) is due to their association with Virat Kohli. Virat has been signed as brand ambassador of many brands since cricket has mass appeal, and fans worship him for his expertise, consistent performance and excellence in all three formats of cricket. However, his following is dependent on a lot of factors besides his professional excellence. Thus, while we agree that brands chase numbers, Virat’s brand value may not be materially impacted by the decrease in RCB’s value. Kohli’s brand image, relatability and followership continue to remain strong and we expect the same trend going forward.” Sudarshan also said that Virat Kohli’s popularity is not dependent on RCB. In fact, it’s the other way around. “RCB has been able to sustain its popularity (despite an indifferent IPL performance) because of Virat Kohli. Players like Virat Kohli and Dhoni are not dependent on the IPL to enhance their earning potential. Rather, it is the IPL that becomes a more marketable property for brand, because of the presence of such players in the league,” he added. While only time will tell whether Kohli’s RCB will bring back home ‘team of the year’ title, he will continue to be the favourite celebrity in the brandverse.

What makes Virat Kohli the most loved brand ambassador during IPL

<ul><li>With one Gold, two silver and four bronze, India recorded its best-ever medal haul at the Tokyo Olympics this year, which ended on Sunday.</li><li>As the Tokyo Olympics came to an end, we talk to experts to find out who will land the most <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword> endorsement deals, and whether the new players will become as attractive to brands as someone like <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>.</li></ul>This year at the Tokyo Olympics, Mirabai Chanu, Neeraj Chopra, Ravi Kumar Dahiya, PV Sindhu, Lovlina Borgohain, Bajrang Punia brought joy to a billion hearts by bringing home one gold, two silver and three bronze medals. India’s hockey team also clinched a bronze after 41 years. This was the first time that India has managed to secure seven medals across varied sporting events. India also had the largest contingent ever of 127 athletes travelling to Tokyo who participated in 69 cumulative events across, the highest ever for the country. With this historic win, underrepresented athletes and sports are back in the limelight in the endorsement world. Indian brands also made sure that they leave no stone unturned in celebrating our athletes and their glorious win. The first athlete to bring back a medal for India this year was 26-year-old weightlifter, Mirabai Chanu. Shortly after her win, she was also offered free pizza for life by <a href="https://twitter.com/dominos_india/status/1418934590950027269">Domino's </a>and the brand garnered a lot of attention from the press and the internet for this gesture. Hospitality brand <a href="https://twitter.com/rohitisb/status/1424620158929162243">OYO </a>also offered women’s hockey team a chance to stay at any of their hotels in India. Apart from that, small start-ups to masters like Amul, brands made the most of our gold-winning moment at the global stage to congratulate Neeraj Chopra, who became independent India’s first Olympian to win a medal in athletics/track and field. According to Facebook, Neeraj Chopra was the second most mentioned athlete on its platform across the globe, whereas on Instagram, he was the most mentioned athlete globally. Over the years, we have seen brands spend the most on players from popular sports like cricket. While athletes get some screentime in ads closer to tournaments like Olympics, very few brands have long-term deals with most of these athletes, unless it is someone like a PV Sindhu, who has been around for a while now and has won many accolades and tournaments for the country. So with the curtains falling on Tokyo Olympics and the next Olympics games still being three years away, will brands bring the newer winners or even players who came really close to bringing medals home? This year, however, many of the athletes have received a lot of attention from brands. It was not just Sindhu or Neeraj Chopra, who aren’t new to the endorsement world; other new medalists Mirabai Chanu, Ravi Kumar Dahiya, Lovlina Borgohain and Bajrang Punia have also received an overwhelming response. Slowly and steadily, brands in India are branching out from cricket and looking to associate with budding sports stars to connect with the youth. We spoke to experts to find out who will land the most brand endorsement deals among the six medalists and hockey team. Aviral Jain- Managing Director, Duff &amp; Phelps - A Kroll Business said, “We think it will be a combination of both, though PV Sindhu now carries the tag of “She did it again,” which is unique and privileged. Other non-cricketing sports celebrities such as Hima Das, T. Gopi, Manika Batra, and Deepika Kumari have recently done well in terms of brand endorsements, driven by their splendid individual achievements on the field. Major brands like PepsiCo (PV Sindhu, Neeraj Chopra and Hima Das), Tanishq (Manika Batra and Deepika Kumari), and ASICS (Bajrang Punia, Sakshi Malik, etc.) have successfully associated with various non-cricketing celebrities, and with these non-cricketing wins at the Tokyo Olympics, we can surely expect a greater share of athletes in the advertisement campaigns going ahead.” Anjan Ghosh - Executive Vice President- Hansa Research also echoes these views. He said, “In all probability, more brands will sign up PV Sindhu; her brand standing has gone up substantially, having won medals in multiple Olympics. Brands that want to stand for consistency, fidelity, and grit will find Sindhu a compelling endorser. Also, those who wish to appeal to the young, aspiring women eager to achieve will try to harness Sindhu’s determination and intent and infuse these into their brand personality. The best part is that her success is not a flash in the pan; longevity is something that many brands aspire.” Sahil Chopra, Founder &amp; CEO- iCubesWire said that apart from Sindhu, India’s national sport might also gain more attention this year. “I guess it will be a mix of both known faces and new faces, but yes, the likes of PV Sindhu who have refreshed the memories, will have an edge over the new ones. Only exception to this could be hockey, being the national sport and the way it has captured people’s hearts in the past.” According to media reports, Sindhu currently has 10 deals with Bank of Baroda, Bridgestone Tyres, Visa India, Google, real estate firm Pooja Developers, Chinese sports brand Li Ning, Stayfree, PNB Metlife, Sharechat and Vizag Steel. Experts said that her brand value is likely to double after her incredible performance. But Sindhu is just getting started. The 26-year-old shuttler still has a long career ahead of her, and we expect to witness more iconic wins from her. TRA Research’s CEO, N. Chandramouli said, “PV Sindhu’s winning medals twice in succession is a phenomenal performance at the Olympics. Her value seems to have gone along with her second-time win, and would nearly double. She is young yet, and still has at least one more Olympic Games to look forward to, and so more years of sporting success ahead of her.” On whether Sindhu and Chopra will attract the most brand roles or will newer medalists also get a chance, he added, “All Olympic medal winners from India will gain, some a little more than others. The newer medalists are just starting off, so it's only natural that they will have to prove themselves consistently to see their brand value increase.” Jain also said that Sindhu’s fees and her popularity is likely to double. “Today, she is the undisputed queen of the Indian brand endorsement market (women sportspersons) with more than 10 endorsements and more than 7 million followers on social media. And we expect both the number of brand endorsements and the endorsement fee to increase significantly post her phenomenal success at the Tokyo Olympics, resulting in a significant increase in her brand value.” New-age brands are more likely to onboard the new medalists as their fees is substantially lesser than a seasoned athlete. Mirabai Chanu and Lovlina Borgohain, who recently won Silver and Bronze medals, respectively, in the Tokyo Olympics seem to have caught the attention of many brands. While Mirabai Chanu is currently associated with brands like Adidas and Mobil, her endorsement portfolio is expected to rise post her success at the Olympics. “Not all brands will look for Lovlina and Mirabai given the lesser fan-following for these sports (as compared to say badminton or hockey) – however, those brands that want to epitomize empowerment for women, a burning desire to break into the mainstream from the fringes, or stand up against many adversities may try to build a narrative around personalities like Lovelina / Mirabai. Categories that are looking for evolution through innovation / competing against the conventional might want to weave a story around such personalities – say, solar panels, unconventional energy, electric bikes etc,” said Ghosh. Is the sports ecosystem really changing? With cricket matches being limited this year, brands are banking on Olympic stars to gain consumer attention and stay relevant. However, cricket still gets the bigger piece of the pie. Sahil Chopra is eager to see a sporting ecosystem where all sports get their due, equal recognition. He said, “I would personally love to see the change and this will be good for the ecosystem as well as the audience. The current ecosystem is so cricket-centric at times it isn’t good for the brand recall when you end up seeing the same faces all the time.” Ghosh said that while there is certainly going to be a change in the fortunes of other Indian athletes/sports stars, especially with the surge in enthusiasm over sports other than cricket, and many will see better brand endorsement contracts coming their way – however, a significant difference might take more time. He said, “Not sure whether the sports marketing ecosystem has changed in a radical way – the support / patronage is still lukewarm; the efforts are still guarded. Other sports stars are enjoying higher popularity and getting better visibility but the gap with cricket is still painfully wide.” Jain told us how a marketer evaluates new endorsement opportunities looking at the extent of media coverage given to the sport, the tournament’s share in the national media broadcast, and finally, the degree of relevance a player has for the audience. So, it is important for new medalists to stay in the news. He said, “While the Indian arena has a wide range of sports being followed by the masses, cricket continues to dominate and maintain a strong hold on the endorsement front. Lately, with the advent of professional leagues (on the lines of the IPL) for other sports like kabaddi, football, badminton, etc., brands and advertisers are favorably looking at these non-cricketing opportunities. However, brand endorsements by non-cricketing sporting stars in India are largely driven by individual visibility; this is in comparison to endorsements for cricketing stars that could be “across the board.” Brands typically feature athletes for their grit, patience and determination, and this helps in targeting millennials and Gen Z who are seeking new aspirational figures. With multiple Olympic achievements this year across non-cricketing sports (badminton, hockey, boxing, wrestling and weightlifting), these sports stars will definitely get more attention going ahead.” After a historic performance at the Olympics this year, experts are hopeful that non-cricketing sports stars will also bag more brand deals. <div type="Article" hostid="261" msid="85102342" title="As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future" mstype="2" mssubtype="0"></div>

Will the brandverse give equal attention to all medalists of Tokyo Olympics or will PV Sindhu be the biggest gainer?

<ul><li>Meghna Gulzar’s <keyword id="7140139" type="UNKNOWN" weightage="20" keywordseo="Chhapaak">Chhapaak</keyword> is scheduled to be launched on January 10 and brands have flocked to associate with the movie already. </li><li>One such brand is <keyword id="7170842" type="UNKNOWN" weightage="20" keywordseo="RSH-Global">RSH Global</keyword>’s Joy, which has launched a new range of products called ‘Joy Sensitive,’ meant for hyper-sensitive skin type -- including acid attack survivors. </li><li>While the ad uses Chhapaak’s impending popularity to create a buzz, we speak to experts to find out if it is all just a gimmick to tie into the film’s marketing or an important innovation. </li></ul>Right before the launch of Meghna Gulzar’s Chhapaak, which is about an acid attack survivor starring Deepika Padukone, RSH Global has launched a new range of products called ‘Joy Sensitive’, which is for people with hyper-sensitive skin, also suitable for acid attack survivors. This hypo-allergenic product range includes a face-wash, moisturiser, cream and sunscreen. According to RSH Global, India tops the list of countries for acid attacks globally and victims are often from a modest background. Given that the existing products available in the market are either scarce, expensive or belonging to the derma category, affordability played a key role in the development of Joy Sensitive. Before the launch, the brand conducted a research study on a sample of 20 people with extreme-sensitive skin, which started in September 2019. Interestingly, it was after the launch of the movie’s teaser that the brand decided to hit the shelves. To further latch on to the movie buzz, RSH Global launched a campaign called #skinofcourage that celebrates Malti, the protagonist from Chhapaak, and her courage. The voice-over reminds the audience what beauty truly is — beyond the physical appearance — happiness, courage, and talent. 
 
 
 <div type="Youtube" id="xKVlAACqZUU" title="JOY in association with Chhapaak" thumbUrl="https://i.ytimg.com/vi/xKVlAACqZUU/mqdefault.jpg"></div>







 Explaining why the brand waited until now to launch this range of products, Poulomi Roy, CMO, RSH Global, said, “After our R&amp;D in September, in the month of December, we came to know about the detailed storyline of the movie Chhapaak from trusted sources and hence decided to associate with the 'larger cause'. We were clear that we are not looking for a film integration or a conventional co-branded promo. We spoke to Fox Studios and explained how the brand's association with the cause highlighted in the movie can help us reach a wider audience, we thus began our endeavour of association.” She said it took a long-pitch to convince Fox Studios about their genuineness. “The producers, director and cast of the movie were very cautious to associate with any brand but when vetted with the fact that our endeavour was pre-planned and genuine, the synergy matched,” added Roy. After the promo, RSH Global got in touch with Pragya, an acid attack survivor, who runs an NGO. The brand has started an employment drive with her, wherein it will hire two acid survivors and through LinkedIn, will further reach out to corporate HR and act as a mediator. “We also spoke to a few NGOs and counselors before deciding on the employment drive as part of the campaign. This was the time when we discovered that Maslow’s hierarchy of needs pyramid is completely upside down for acid survivors as compared to others. We realised there is a life after the incident and as a brand, we need to ensure safety and employment. To our mind, this was the space where we wanted to engage and make a difference in their lives,” explained Roy. Idea Behind the Brand Partnership According to N. Chandramouli, CEO, TRA Research, most products usually arise out of an identified consumer need and a large market. And in the case of Joy Sensitive, he feels that as there is a social objective involved, the brand should handle their communication with utmost care. “The movie and the product both will help bring out the 'real' lives of the survivors, and make audiences more sensitive to their personal suffering and triumphs. This is an extremely sensitive brand association and must be done in a completely natural and subtle fashion so that the brand rides on the message and not the other way around. I am hoping the brand does not squander this association and remains true to the victims' cause,” he noted. Social Media and Brand Expert, <keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, took a closer look on RSH’s website to understand the actual products. He found that while the ‘Sensitive' range is present, there is no page dedicated to it yet, which made him wonder if it all could be a gimmick to tie into the film's marketing. “I would have expected them to walk the talk and mention who the product range is for, on the product. But I see the product being generic enough to be sold to all other kinds of people. I would still like to give them the benefit of the doubt since I have not seen the actual product's packaging - the back of the pack... if it mentions that this is sensitive enough for acid attack survivors since they claim R&amp;D with that intent started late last year. At this point, without further information and only PR-speak available, it looks like an opportunistic repositioning of a product range to suit the film's theme,” added Srinivasan. On the other hand, Ambi Parameswaran, Brand Strategist and Founder of Brand-Building.com, thought that associating with Chhapaak was a smart move to amplify its reach. “The concept of skin cosmetics for hyper allergic women have been in existence for a long time. But they are often very expensive. From what I can understand, Joy is launching a range of ‘hypo-allergenic’ range of skin care products and has tied up with a new movie release. This seems to be a smart move given the buzz around the movie. But it is a tall claim that this range was created only for acid attack survivors. So it is an opportunistic ride on a trend.” Considering that the victims are often from economically-weak background, Parameswaran also highlighted the importance of the ‘affordability factor’ and how it could determine the success of the product range. “I do hope their range of hypo-allergenic products are affordable as they have claimed. If so, it is a good move. The danger is that the brand may actually get stereotyped as a skin care brand for acid attack survivors only. That is a danger and Joy should worry about that too,” he added. A Look at the Research Study The product was dermatologically tested on 20 people with hypersensitive skin and Roy says “post our launch, we are looking forward to getting real-time feedback.” Shubho Sengupta, Brand Consultant, says lack of research indicates the brand’s true intention. “This is a gimmick, which has not been tested on real-life acid attack survivors, as the brand’s response clearly says. They are just trying to latch on for some paid publicity. But it's okay as some publicity for acid attack survivors is also good. They are also hiring two survivors, as they claim,” says Sengupta. How will it affect the Brand Image Harish Bijoor, Brand-expert and Founder, Harish Bijoor Consults, fears that this might portray RSH Global in a negative light for using the movie as a ploy for consumer attention. “I do believe this is marketing opportunism at work. For a product in this sensitive category, I do not think it will work. Consumers will sit up and see through it all. Marketers need to be more sensitive than this. Marketers will be seen as vultures who wait to swoop. And that's not a positive image to hold,” he shares. Past initiatives Joy, even in the past, has taken quite an unconventional path with its advertising. It had chosen a comedian -- Bharti Singh, to be its brand endorser and this time, Joy has ventured into an unusual category altogether that aims to break the stereotypes surrounding physical beauty. Sharing the brand credo and idea behind this path, Roy explained, “We don’t try to be different, we just like doing things differently. Getting Bharti on-board was for a similar purpose. When we want to have a strong point-of-view on beauty as a brand, our first step should be to internalise that. Taking her as a brand ambassador and not merely using it as a gimmick, was the right thing to do.”

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