MAM
#Throwback2020: OTT, WhatsApp marketing, social commerce defined growth of digital
MUMBAI/NEW DELHI: It is needless to say that digital was somewhat less impacted than any other medium in 2020. The pandemic, in fact, propelled the adoption of digital across industries because of its sheer acceptance and obvious advantages. Though we expected digital to grow at the rate of 27 per cent in 2020, as highlighted by a dentsu International report that was launched before the Covid outbreak, it is now speculated that the industry growth will be around 13-16 per cent over 2019. Having said that, digital is by far the only medium to see positive double-digit growth in this period.
This can be contributed to all the facets within the digital industry experiencing a significant boost – be that social, content, search or streaming. However, OTT platforms were by far the most popular source of entertainment during the lockdown, with 70 per cent of respondents saying so, according to the OTT report by Dentsu Marketing Cloud – Dentsu International. With new users joining social media platforms every day and even more so during the pandemic, its popularity is ever on the rise.
WATConsult’s report ‘Digital, Diverse & Multilingual India’ states that just three social media apps – Facebook, WhatsApp and Instagram – are responsible for a whopping 76 per cent usage by the people. With increasing internet adoption and penetration, we saw brands altering their content too, to maximise their reach. Also, in terms of brands' expenditure, spends on social media, online videos and paid search are among the highest in the digital sphere.
Another big trend that got into the limelight this year was Whatsapp marketing. As small-scale stores, kirana shops, local businesses, etc took a huge hit during the nationwide lockdown, they utilised the platform quite skilfully in order to stay digitally connected to their consumers and promote their products and services.
Social commerce too gained more traction because of similar reasons. Home deliveries increased significantly, and not just by the big brands and e-commerce platforms, but rather by local businesses and new entrants in the fashion and apparel industry, who were seen offering delivery options for a convenient and safe environment for consumers.
Programmatic advertising was also on a disruptive ride with new technologies such as artificial intelligence, machine learning, voice search and digital OOH attracting most advertisers. The rapid increase in mobile usage and internet penetration has led to more than 70 per cent of digital media spends being directed towards mobile devices. Voice assistants have increasingly gained much traction on smartphones, in fact, 60 per cent of people use them to give voice commands, as per WATConsult’s report, ‘Voice technology in India: Now and Future’. So, if one has to see the spends on these platforms, online video and social media on mobile devices are speculated to register an encouraging growth, amongst others, in 2020. In the past few years, India has witnessed a rapid technological boom which has indeed, led to reformations and emergence of voice technology in the country.
Also, according to the aforementioned report, speech and voice recognition technology market stood at Rs 149.95 crore by the end of 2019. It played a crucial part in the functioning of several industries, like voice-bots answering queries and helping to build better customer relations in the BFSI sector; educational institutes and educators employing voice-enabled technology as a promising tool, for example, Google’s ‘Bolo’ application; 49 per cent consumers making purchases with the aid of a voice assistant in the consumer product and retail industry. Furthermore, we expect it to grow at 40.83 per cent CAGR to reach a market size of Rs 417.51 crore by 2022, witnessing a growth of 2.8X.
I expect 2021 will be one of the best years for the digital industry, simply because of what 2020 has been like. This year tremendously pushed the advancement of digital, as both marketers and consumers gravitated towards it as the much-needed alternative for the traditional means in light of the pandemic. This led digital to reach the masses on a newer and much deeper level and allowed people to appreciate the multitude of benefits it has to offer. The pandemic also changed people’s view of digital from being a luxury to a necessity, hence making it a much more significant fixture in the daily lives of millions of people.
(Heeru Dingra is the CEO of WATConsult. This is an excerpt from a conversation she had with Indiantelevision.com’s Mansi Sharma.)
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
