Rishi Dinani

Recently I had an opportunity to speak at Indiantelevision.com #Vidnet Conference and below are my thoughts. #Attention spans are shrinking, and OTT platforms must act! To boost content consumption, we need to prioritize simplicity and user experience, taking a cue from traditional cable TV - plug and play, easy peasy! Let's focus on making customers' lives easy by: Building seamless platforms Enabling API access for aggregators Fostering collaboration across the OTT ecosystem Inspired by ONDC, let's think long-term: Make content available on aggregator platforms with direct streaming integration Embrace a cost-per-stream model, ensuring creators get paid for their everytime customers stream their content. Let's not focus solely on short-term revenue gains from MGs. Instead, build a robust cost-per-subscriber model, investing in world-class technology and solving distribution challenges by endless bundling opportunities. Remember, customers will pay for quality content. Let's work together to make OTT a seamless and enjoyable experience for all so that we increase OTT paying user matket pie atleast equivalent to PayTV in India. #OTT #streaming #userexperience #collaboration #innovation #contentdiscovery #subscriptions #revenuegrowth Anil Wanvari

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Rohan Bhansali, Chairman and Co-founder, Gozoop Group in conversation with Campaign India highlighted that the lines between traditional and digital agencies have virtually disappeared. He said, "Many large agencies, once focused on 'mainline' advertising like print and TV, now have strong digital capabilities through acquisitions or in-house teams. Similarly, We have expanded into traditional areas, offering TVCs and brand strategy alongside digital campaigns." Gozoop’s motto ‘Thoda data, thoda dil’ (Little data, little heart) reflects this balance. Rohan explained, "Data reflects the past, but creative intuition reflects the present. It’s important to break the box and create new trends rather than just follow them." https://lnkd.in/dPcjiwDU

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Booming quick commerce platforms spot a big surge in ad revenues 📈📈 “One of the obvious reasons why brands want to advertise on quick commerce increasingly is that the user base on platforms such as Blinkit, Zepto and Instamart is expanding at a rapid pace,” said a quick commerce executive. 🔹 Blinkit is on track to earn more than Rs 1,000 crore from ads in this financial year. 🔹 Zepto is also on a Rs 1,000 crore revenue run-rate from advertisement services, which offer higher margins to companies than other revenue lines. 🔹 Swiggy said it is making efforts to increase the contribution of advertising revenue to its overall revenue. 📌 Analysts said that income from advertising will become increasingly more important for quick commerce platforms to improve their take rates as competition in the sector increases. By Pranav Mukul and Digbijay Mishra Read more at: https://lnkd.in/g9huauxg

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🏏🌟 Unlocking Creativity: IPL’s Marketing Magic! 🌟🏏 Remember the ‘Zomato’ vs. ‘Zomato’ ad during the Cricket World Cup? Zomato brilliantly extended that campaign to IPL, leveraging the cricket frenzy to reach millions. IPL provides a stage where brands can seamlessly transition from one mega event to another, maximizing impact. IPL offers a variety of marketing opportunities. Brands can flex their creative muscles through social media, advertising, content creation, and influencer collaborations. Fan engagements, sponsorships, and stadium branding—everything’s fair game. 🚀 Brands can team up with IPL franchises, creating memorable associations. Dream11 exemplify successful team sponsorships. Merchandising—those team jerseys fans proudly wear—becomes a walking billboard for sponsors. With IPL viewership predominantly online, food delivery brands have feasted on the opportunity. Customized offers, witty social media campaigns—they’ve nailed it! Swiggy, Zomato, and others have bowled us over with their IPL-themed promotions. 🔥 Was it a last-ball thriller, a stunning catch, or a nail-biting super over? Share your IPL highlight in the comments! 🙌 #Mindcog #ConsumerBehavious #Marketing #MarketResearch

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Our regional influencer content strategy helped us (Shinestar FGC) generate over 1 Crore+ views on Instagram, with a CAC to LTV ratio of over 5 so far. A few things that helped us on this journey: 1. Identifying the right influencers to partner with for virality 2. Building a content pipeline based on covering specific customer types 3. Choosing the right 'hooks' for sustained viewership A lot of it was trial and error, but would be happy to share what works in detail. Let me know if you're interested! #influencermarketing #D2C #contentstrategy #instagrammarketing

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They say finding the right guy is hard, but for your VM installation we’re the green flag you’ve been waiting for 🥰 Look who jumped in the trend wagon too! 👀 Zepto Shaadi.com #Brandola #zepto #offlinemarketing #brandelevation #eventmarketing #retailmarketing #localmarketing #brandingagency #brandingdoneright #signage #visualmerchandising #creativedisplays #posm #smartbranding

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ETML has bagged the digital mandate for wellness brand Keffy. The growth advertising and analytics company will amplify Keffy’s holistic wellbeing offerings with digital marketing, leveraging data-driven strategies to enhance the impact of its initiatives. Read more on Campaign India #brandpitch #digitalmarketing #adveristingagency #adagency #brandbuilding #advertising #marketing

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The Coldplay ticket debacle left Indian fans fuming. While the situation is complex, I'm curious about the lack of display ads on the queue page. Were there technical or contractual reasons for the lack of ads? Could it have been a lucrative venture for those with the right tech and targeting? Imagine the potential of display ads on the queue page. I think, quality organic India traffic got wasted in the queue page. What are your thoughts on this? #Coldplay #IndiaConcert #ColdplayIndia #AdTech #LostOpportunity #DisplayAds

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The Indian advertising industry is set for robust growth in 2024, with an anticipated 11.8% increase in overall revenue. This growth is driven by the digital media sector, expected to surge by nearly 16%, reaching ₹57,757 crore. Meanwhile, traditional media ad revenue is projected to grow by 8.4%, reaching ₹64,398 crore. Compared to global and Asia-Pacific markets, India's traditional media retains a significant share. However, the digital media landscape is rapidly expanding, poised to capture 50% of total ad spending by 2026. This shift underscores the increasing dominance of digital platforms in shaping advertising strategies. 📈 Stay ahead of the curve and leverage digital channels to maximize your advertising impact in India's dynamic market! #IndianAdvertising #DigitalMedia #MarketingTrends #AdvertisingIndustry #BusinessGrowth #DigitalTransformation #LinkedInPost #MarketInsights

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Topical marketing needs a rethink. Amid national grief, brands pushed tone-deaf Independence Day and Raksha Bandhan posts. Is this the relevance consumers want? More here: https://bit.ly/4fPP6rG ✒️: Venkata Susmita B. Get the hottest news updates instantly! Follow afaqs! Channel on WhatsApp now: https://bit.ly/3z3M5mI #advertising | #marketing | #campaign | #topicalmarketing | #marketingstrategy | #socialmedia

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HUL Boosts Ad Spend in Q1 FY25: Key Data Insights HUL mentioned that the e-commerce platform has been a strong growth driver, growing ahead of the market and at thrice of modern trade growth. This suggests that HUL is effectively leveraging e-commerce channels to reach customers, and its advertising efforts may be tailored accordingly. HUL's ad spend increased by 11.6% to Rs 1,681 crore in Q1 FY25 from Rs 1,505 crore in the same period last year. This suggests HUL is prioritising brand marketing and promotion to drive sales growth. The company's standalone net profit also grew by 3% YoY to Rs 2,538 crore between April-June (Q1) FY25. This indicates that HUL's marketing strategy is effective in generating returns on investment. HUL's revenue from operations marginally increased by 1.57% to Rs 15,166 crore from Rs 14,931 crore in the same period last fiscal. While revenue growth is modest, HUL's focus on brand-building through advertising could lead to higher sales in the coming quarters. In the June quarter of FY25, the company's Home Care segment contributed the most to its overall business at 37%. This highlights the significance of HUL's home care products and potentially indicates a strategic focus on this category through advertising. Overall, HUL's data suggests a strategic approach to advertising that is contributing to both brand growth and profitability. Marketers can follow HUL's example by closely monitoring advertising ROI and strategically allocating resources across different channels to maximise their impact. Sources: https://lnkd.in/ga78iENN https://lnkd.in/gvZug4DA https://lnkd.in/gbXE_kV4 https://lnkd.in/gNwJ3BaE #HUL #Marketing #Advertising #FMCG #ConsumerGoods #BrandBuilding

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"Data is the new oil, and harnessing data-driven insights is essential for crafting impactful communication. I'm eager to engage in an insightful session that explores this vital topic!"

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🔍 𝐓𝐡𝐞 𝐄𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: 𝐅𝐫𝐨𝐦 𝐌𝐚𝐝 𝐌𝐞𝐧 𝐭𝐨 𝐌𝐚𝐭𝐡 𝐌𝐞𝐧… 𝐭𝐨 𝐍𝐨 𝐌𝐞𝐧? Remember the golden era of 𝐌𝐚𝐝 𝐌𝐞𝐧? When Piyush Pandey, Alyque Padamsee, and Prasoon Joshi ruled advertising with their ✨ creative spark ✨? Those 30-second TV spots created cultural moments that still give us goosebumps! 📊 Then came the 𝐌𝐚𝐭𝐡 𝐌𝐞𝐧 revolution of the 2000s. Suddenly, every marketer became best friends with Excel sheets. RoAS, CTR, and CAC became our daily vocabulary. Data wasn't just important - it was everything. Creative intuition took a backseat to A/B testing and analytics. But here's where it gets interesting: 🎯 𝐓𝐡𝐞 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐄𝐫𝐚: Google and Facebook became the new TV networks. Every click, like, and share became currency in the attention economy. 📱 𝐓𝐡𝐞 𝐌𝐨𝐛𝐢𝐥𝐞 𝐄𝐱𝐩𝐥𝐨𝐬𝐢𝐨𝐧: Apps replaced websites. Marketing went from periodic campaigns to always-on conversations. Now, we're witnessing another seismic shift - 𝐭𝐡𝐞 𝐫𝐢𝐬𝐞 𝐨𝐟 𝐀𝐠𝐞𝐧𝐭𝐢𝐜 𝐀𝐈. 🤖 But here's the million-dollar question: In a world where AI can write copy, design creatives, and optimize campaigns, what's our role as marketers? My take? We're evolving from: Mad Men (Creative Kings) To Math Men (Data Wizards) To Orchestra Conductors (AI Orchestrators) 𝑯𝒆𝒓𝒆 𝒊𝒔 𝒕𝒉𝒆 𝑭𝒖𝒕𝒖𝒓𝒆 𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓'𝒔 𝑷𝒍𝒂𝒚𝒃𝒐𝒐𝒌: 1) 𝐅𝐫𝐨𝐦 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧 𝐭𝐨 𝐂𝐮𝐫𝐚𝐭𝐢𝐨𝐧: Our role isn't diminishing - it's evolving. We're becoming orchestra conductors, orchestrating AI tools to create marketing symphonies. The human touch isn't in the execution; it's in the strategy. 2) 𝐓𝐡𝐞 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐏𝐫𝐞𝐦𝐢𝐮𝐦: AI can tell us what's working, but it can't (yet) tell us why it matters. The future belongs to marketers who can translate data into meaningful brand narratives. 3) 𝐓𝐡𝐞 𝐓𝐫𝐮𝐬𝐭 𝐅𝐚𝐜𝐭𝐨𝐫: In a world of deep fakes and AI-generated content, authentic human connection becomes more valuable, not less. It’s a thought-provoking reality we need to grapple with. What role will we, as marketers, play in this AI-driven future? Let’s discuss! 💭 #MarketingEvolution #AIinMarketing #FutureOfMarketin

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As a digital performance marketing expert, I found the news of Zepto launching its in-house ad solution, Jarvis, particularly interesting. Here's why: The Rise of Quick Commerce Advertising: Zepto entering the ad space validates the growing importance of quick commerce advertising. With users expecting near-instant deliveries, targeted ads within these platforms can be incredibly powerful. Jarvis: Convenience for Brands and Sellers? The reported 8x return on ad spend (ROAS) and user-friendly interface are promising. If Jarvis delivers on these claims, it could be a game-changer for brands and sellers seeking a convenient and potentially high-performing advertising channel. The Open Question: Targeting and Measurement. The article doesn't delve into targeting capabilities or measurement options. These will be crucial factors in determining Jarvis' long-term success. Can Jarvis offer the granular targeting and insightful data attribution needed for effective campaigns? Overall, Zepto's Jarvis is an interesting development in the ever-evolving world of digital advertising. Whether it becomes a major player will depend on its ability to deliver targeted campaigns, insightful data, and the promised high ROAS. Check it out here: https://lnkd.in/duMCdnRv #QuickCommerce #Zepto #Jarvis #DigitalAdvertising #PerformanceMarketing #India #MarketingTech Bonus Tip: If you've tried any quick commerce advertising platforms, share your experience in the comments!

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Think Sports: How India’s advertisers score new wins with sports viewing trends In India, the evolving nature of sports viewership is fueled by two behavioral trends. The first is the prevalence of dual-screen viewing — audiences today are glued to two screens at the same time. They’re watching a match on one screen and simultaneously engaging with related sports content on another screen. The second trend is viewers engaging with sports events beyond the actual game time. Even before the live event starts, they’re searching for related sports information online. After the event ends, they continue to watch associated digital content. Some go as far as playing fantasy games to savor the event. These trends matter to all brands, regardless of category, because they’re rooted in fundamental audience behaviors. Understanding how these viewing behaviors play out can help brands reach new audiences and build strong customer connections. For example, audiences in India experience sporting events on two screens. While watching a live cricket match on a mobile phone or connected TV, 71% of live sports viewers tune in to similar content on a second device. YouTube, accessible on various screens, including connected TV (CTV), is the go-to platform for 44% of viewers to watch sports videos alongside live sports on TV. Sports videos on YouTube can include interviews with athletes or play-by-play analyses of ongoing matches. #SportsViewing #DualScreenViewing #SportsAdvertising #AudienceEngagement Decathlon Sports India Girias Finnable

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With multiple brands fighting for consumer eyeballs today and several ads being skipped on TV or OTT platforms, brands have taken to cashing in on certain memorable moments which consumers are talking about or creating such unique moments on a digitäl platform. Not only is it cost-effective, but can also help brands connect with audiences in such a way as to drive both lasting engagement and impulse buying. Indeed, these are all opportunities for brands to create moments that consumers will remember long after the campaign is over, thus associating that moment forever with the brand. While Paytm is credited with starting the moment marketing trend in a big way in 2016 with its famous 'Paytm Karo!' campaign during the demonetization wave, Amul introduced India to moment marketing through its topical campaigns right from 1966, which till date garner a disproportionate amount of brand love.

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Media, entertainment and advertising workforce amongst the least happy: study Read more at: https://lnkd.in/dS-DZN8n According to the report, 70 per cent of the workforce is unhappy in 2024. This indicates the urgent need for organisations to understand what really drives happiness in the workplace. Industry leaders should be concern on this study rather than their personal recognizations, photo sessions, awards, interviews, news articles & book launches etc

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Excited to share my thoughts on how predictive commerce and advanced bidding techniques are reshaping the retail media landscape! With AI and data-driven strategies leading the charge, brands can now unlock unparalleled insights into consumer behavior, helping them make smarter decisions and maximize ROI. Retail media is truly evolving, and it’s fascinating to see how these innovations are paving the way for a new era in digital advertising. #RetailMedia #PredictiveCommerce #DigitalInnovation #AI #DataDrivenMarketing #CustomerInsights

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Sharing a link to an article of mine which was recently published. It's on what drives match ratings in IPL 24, informed by regression. Thanks Rahul, Swastik, and Siddharth. For more details, you can always DM me. Read on for intriguing insights! #IPL #IPL24

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