MAM
Eros Now reinforces its promise of non-stop entertainment, anytime anywhere with ‘Bolo Kya Dekhogey’ brand campaign
MUMBAI: Standing true to its promise of satiating viewers’ appetite for non-stop entertainment, Eros Now, India’s premiere video OTT platform, launches its new brand campaign reinforcing its promise of ‘Bolo Kya Dekhogey’. The integrated campaign reiterates Eros Now’s leadership position in the movie category, offering a huge catalogue of films on a single platform. The campaign will roll out three TVCs depicting the fun, quirky and lively pulse of Eros Now, highlighting the essence of iconic elements that make movies memorable. The campaign will go live on Friday, June 1 across platforms.
The brand campaign aims at enticing the viewers to download and watch their desired content by showcasing some of the most famous characters played by their favourite actors. Capturing India’s love for entertainment, specifically films, it boasts of Eros Now’s extensive movie library across languages. The campaign invites viewers giving them access to Eros Now which has rights to over 10,000 films at just Rs. 49 per month. The tagline Bolo Kya Dekhogey is Eros Now’s continued endeavor in serving the viewers with content of their choice.
Commenting on the brand campaign, Eros Digital, COO, Ali Hussein said, “Movies have been an evergreen pulse of the Indian consumer worldwide and Eros Now is committed to delivering its viewers the largest and best of movies across all connected devices. This campaign is a focus on the most iconic characters played by our superstars across films over the years. About 8 Million subscribers have already tuned onto Eros Now and we are encouraging more to experience the vast catalogue for a very reasonable monthly price”.
The first TVC ‘Horses and Vehicles’ perfectly sums up the width and depth of Eros Now’s movie library, with the presence of stars like Salman Khan, Deepika Padukone, Ranveer Singh, Mithun Chakraborty, Varun Dhawan, John Abraham and R. Madhavan. The TVC establishes that even if the viewers fall short of personal choices, Eros Now will still have something to offer and entertain them.
‘Guns and Cops’, the second TVC, is an extension of cinema’s encompassing personality. Talking about two of the most loved props and characters in the Indian cinema – guns and cops, the TVC is an amalgamation of some of the most remembered characters played by Amitabh Bachchan, Akshay Kumar, Anushka Sharma, Saif Ali Khan and Ajay Devgn.
The third variation ‘Dance Moves’ captures what makes Bollywood stand out – it’s iconic dance numbers featuring the actresses and the muscle showcase by the actors. The TVC depicts Priyanka Chopra, Shahid Kapoor, Sonakshi Sinha, Katrina Kaif, Bipasha Basu, Madhuri Dixit and Aishwarya Rai Bachchan. The TVC brings alive the memories of some of the most remembered foot-tapping numbers of these actors. It also has a montage of John Abraham, Arjun Kapoor, Tiger Shroff, Ranveer Singh and Ajay Devgn displaying their chiseled bodies.
The campaign will be extensively promoted across Mumbai, New Delhi, Bangalore, Pune and other cities in Haryana and Uttar Pradesh. The marketing campaign will engage viewers through digital, television and on ground activities. The campaign evokes the Bollywood sentiment through several touchpoints such as residential buildings, local trains, ATMs, restaurants, salons, elevators, multiplexes, local recharge shops, retail outlets, offices, fitness and healthcare centers.
Recently, through its non-traditional partnerships, Eros Now made its presence felt by being the title sponsors for Royal Challengers Bangalore in IPL 2018. The collaboration was a part of Eros Now’s endeavor to build a true digital video brand with Indian users and provide the best of entertainment the country has to offer.
MAM
Publicis Groupe India launches data-led influencer platform ‘Influential’
A new platform, a seasoned hire and an ambitious plan to bring discipline to India’s booming but chaotic creator economy.
MUMBAI: Influencer marketing in India is big, messy and, for most brands, maddeningly hard to measure. Publicis Groupe India has decided it has had enough of that and is moving to fix it.
The advertising giant has launched Influential, its global creator marketing solution, in India, pairing the rollout with the appointment of Diwaker Chandani as managing partner for Influential India. The brief is blunt: drag influencer marketing out of the spray-and-pray era and into one defined by data, accountability and results that actually show up on a balance sheet.
A fragmented market ripe for disruption
India’s influencer ecosystem has scale in abundance. What it lacks is maturity. Measurement standards are inconsistent, creator databases are riddled with duplication, and brands remain dangerously hooked on organic reach, a strategy that flatters vanity metrics while delivering uncertain commercial returns. Chandani, who brings nearly two decades of experience across digital platforms and media, puts it plainly. “The ecosystem has scale, but not maturity,” he says. “By combining data-led audience intelligence with creator ecosystems and media amplification, we aim to build a model that delivers measurable and repeatable outcomes.”
It is a diagnosis that Publicis Groupe is staking serious infrastructure on. Influential is anchored in the group’s Connected Identity system, which maps consumer profiles to enable more precise audience targeting and creator selection. Layered on top are the Captiv8 platform and Influential’s global creator network, giving brands the tools to plan, activate and measure campaigns across the full funnel, from awareness down to commerce, rather than treating each influencer post as a standalone act of faith.
The hire
Chandani is not an unfamiliar face in the industry. He has held senior roles at Meta, Zee Entertainment and the Network18 Group, working across creator partnerships and content-led media strategies. His mandate at Influential India is to integrate data, creators, media and commerce into a unified framework and to build the team and client roster to scale it.
Anupriya Acharya, chief executive of Publicis Groupe South Asia, frames the launch as a response to a market that has grown faster than its own infrastructure. “The channel has reached scale, but lacks a unified, data-led foundation,” she says. “With Influential, we are moving from a creator-first approach to a cohort-first, identity-led model powered by Connected Identity.” The integration of creators, media and commerce, she adds, will enable more precise and scalable outcomes for brands.
Why now
The timing is deliberate. Influencer marketing in India is expanding rapidly, fuelled by cheap data, a vast and young social-media audience, and brands increasingly willing to redirect budgets away from traditional media. But growth without governance has created a market where consistent returns remain elusive and accountability is largely aspirational. Publicis Groupe is betting that the industry’s next phase belongs not to whoever has the biggest roster of creators, but to whoever can prove, with hard numbers, that those creators are actually shifting product.
The old model of picking a popular face, posting a reel and hoping for the best is running out of road. Influential is Publicis Groupe India’s wager that the future belongs to the spreadsheet as much as the selfie.
