MAM
Pepperfry campaign: iProspect recognised at Google Awards
MUMBAI: iProspect India, the global digital agency from Dentsu Aegis Network, has won the Mobile Innovation Award for its campaign for Pepperfry.com at the Google Premier Partner Awards in India.
The campaign will now compete at the APAC level and the winning campaigns at APAC will further be shortlisted for the global awards to take place in New York on 28 September, 2017. The first ever Google Premier Partner Awards recognizes and celebrates the top-performing Google Premier Partners for their contributions to digital marketing, product innovation and client growth.
iProspect’s proprietary tool iSync was used for the Pepperfry.com campaign. iSync delivers online ads synchronised with television, radio advertising, weather, sporting events, and 3rd party in real time. The objective of the campaign was to leverage the online opportunity created by the offline (TV) campaigns of Pepperfry.com and its competitor. The strategy was pegged on the insight that the online brand searches of the competitor’s brand would increase during the time period that its television ads were aired. It focused on dynamically bidding up on the competitor’s brand keywords, during their TVC slot, which ensured that users saw Pepperfry.com ads on searching for the competitor’s brand. Similarly, bidding up Pepperfry.com’s brand keywords 20 per cent on mobile during their TVC slots, amplifying the reach of its ads online.
iSync synced Pepperfry.com’s digital media buys to Pepperfry.com’s and its competitor’s TV ad slots. Messaging to capture the consumer’s content such as compelling offers in the ad copies, in sync with the messaging on TV were highlighted. This increased relevancy from the customers’ point of view and therein increased clicks on the ad. Results comprised 42 per cent of the mobile impression share on competitor keywords, 146 per cent increase in impression share, 82,000 brand impressions achieved in just 21 days against the competitor, 63 per cent increase in CTR (Click through Rate), 1 per cent conversion rate on competitor traffic, 301 per cent increase in number of clicks and 235 per cent increase in sales.
iProspect India CEO Rubeena Singh said, “The e-commerce category is the top digital spender. It spends the majority of its digital ad spends on search (42 per cent ), followed by social media (20 per cent). Ad spending on mobile is estimated to grow at a rate of 59 per cent CAGR to reach Rs 133.25 billion in 2020. These figures are testimony to the fact that mobile will continue to grow at a rapid pace in the future and companies will accordingly increase investments in this digital platform.”
“It’s been exciting to see the submissions from digital marketing leaders from India. We’re delighted to celebrate the Premier Google Partners who have made it to the winner list for Awards,” said Google India director – India agencies Sam Singh.
“To sync our existing digital marketing campaigns to offline marketing inputs was a creative solution to an age-old omnichannel ambition. We congratulate the iProspect team for winning the coveted award – it is well deserved! The award winning campaign has been instrumental in improving business metrics for us. We look forward to more of such interesting innovations going ahead,” said Pepperfry.com senior manager – digital marketing Abhishek Dasgupta.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
