MAM
A good idea can come from anywhere: Melanie Varley
GOA: At a time when digital is certainly the next big thing, delegates at the ongoing GoaFest were treated to some great work in the online space. In her session aptly titled “Celebrating Great Media Work,” MEC global CSO Melanie Varley spoke of emerging trends in digital and how brands can tame that shape-shifting beast called digital…
Excerpts of the interview…
What made you visit GoaFest?
I was invited by my GroupM India team. They asked me if I could come down here and share some of my global experiences. My presentation was thus based on ‘Celebrating Great Media Work’. It spoke of some of the best campaigns across countries that got recognised at the Cannes Lions 2013.
As a jury member at the Cannes Lions last year, what are your observations on the performance of emerging markets? And, how did Indian brands crack the digital code at the Cannes Lions?
Different markets have different maturity levels. The more the market grows, the more it will get exposed to business opportunities. I think India has extremely good talent. It is about the right time. As I mentioned, countries like Brazil and China have set a great example in the world of marketing. All that they have tapped on is some blending of inspiration and ideas in the right proportion.
What are some of the digital marketing lessons that Indian brands can take from their western counterparts?
While a brand sits down to ideate its mainline campaign, it should defiantly have a digital plan incorporated at the very beginning. Brands should analyse how digital media is impacting their business. There is a plethora of options that brands have today on digital. Once a brand is clear with the purpose of it being on digital, there is a lot that it can explore. Digital offers a lot of data learning. If brands tap on it rightly, a lot of work can be done effectively.
What are the things that brands should keep in mind to leave creative impressions on social?
Brands need to understand that for digital, engagement is the key success factor. It is also important to decode if a digital campaign is adding any value to the brand. The might of small screens is much more than TV if used wisely. Customising messages for multi-screens thereby becomes essential. Ways of engaging consumers should not only be impressive but also impressive. According me, at the end of the day, a good idea can come from anywhere.
How can social media help local brands scale up?
If smaller brands want to get their due presence on social, all they have to do is create something that will make people talk about.
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
