MAM
FIRSTPOST nails it yet again with a contextual video on Mother’s day, created with HDFC Bank
MUMBAI: On Mother’s day, HDFC Bank and Firstpost collaborated to release a video that has since then clocked millions of views on our social media channels and has recorded high engagement numbers. The video captured the nuance of how millennials celebrate the occasion with their mothers on a single day, and tend to forget them through the rest of the year. The relatable content combined with the heartfelt message broke through the clutter, while promoting HDFC Bank’s PayZapp and banking app.
The video was conceptualized tailored to fit the requirements for HDFC Bank. Keeping it simple, the video had in its essence a heartfelt message that was bound to tug at the heartstrings of the viewers. The content highlighted that with offerings such as HDFC Bank’s digital wallet and banking app with intuitive features, it’s never too late for parents to adopt new technology. The youth can do a role reversal and educate their parents about the changing digital eco-system. The information will empower the elders and seniors in the family and allow them to enjoy their dreams independently right at their fingertips.
The video has been widely accepted/appreciated garnering over 3 million views across social media platforms. In addition to that, the video recorded a reach of over 10 million, with more than 3 lakh engagement across platforms.
Speaking about the collaboration, HDFC Bank – CMO, Ravi Santhanam said, “We are extremely delighted with the way the utility of HDFC Bank’s PayZapp and banking app has been seamlessly integrated into the story-line. Our engagement with Firstpost to create compelling stories has been very good.”
Commenting on the success of the video, Azim Lalani, Business Head, Firstpost said, “Firstpost has firmly set its sights on delivering high-quality content and value to its audience through innovative formats. Firstpost Studios along with bringing compelling content to the fore, magnifies the synergy between the brand/client onboard and the audience to highlight the brand message.”
Firstpost Studios constantly strives to innovate and has plans to launch multiple small and large scale content initiatives in the coming months. With Firstpost’s wide reach, compelling content and a robust distribution strategy it’s not wrong to say they have nailed it yet again.
AD Agencies
Havas Media Network India names Archana Aggarwal chief growth officer
The appointment comes as the network accelerates its integrated, data-led push across one of its top ten global markets.
MUMBAI: Havas Media Network India is moving fast, and it wants someone who can move faster.
The network has appointed Archana Aggarwal as chief growth officer, tasking her with driving the new business agenda and deepening client partnerships across Havas Media, PivotRoots, Havas Play and Arena Media. Based in Gurugram, she will report to Mohit Joshi, chief executive of Havas Media Network India.
Aggarwal arrives with more than two decades of media and marketing experience, most recently as vice-president of media at Airtel, where she led integrated media strategies tied to shifting consumer behaviour and business outcomes. Before that, she worked across some of the world’s most demanding marketing accounts, including P&G, Unilever, L’Oréal, Coca-Cola, the Diamond Trading Corporation and Airtel, spanning FMCG, telecom and the broader marketing ecosystem. She is noted for her command of emerging platforms, including connected TV, AI and the metaverse.
Rana Barua, group chief executive of Havas India, South-East Asia and North Asia, framed the hire as timely. “India continues to be a critical market for Havas globally and is among our top ten markets worldwide,” he said, noting strong momentum across the network’s integrated model and growing client partnerships. “Archana’s appointment comes at a pivotal time as we continue to scale our capabilities and accelerate growth.”
Joshi was equally direct. “Her deep understanding of consumer behaviour and proven ability to translate insights into business outcomes will be instrumental as we continue to scale our integrated, data-led capabilities across agencies,” he said.
Havas Media Network India currently serves more than 100 clients and employs over 1,000 professionals across Gurugram, Mumbai and Bengaluru. The network’s growth engine runs on Converged.AI, its proprietary operating system that brings together data, technology and human insight under the global vision of “Growth Powered by Desire.”
Aggarwal, for her part, called the opportunity compelling. “The chance to drive growth across a diverse and integrated ecosystem is exciting,” she said. “I look forward to working with the teams to deliver meaningful impact for clients.”
In a market where media fragmentation is accelerating and clients are demanding cleaner proof of return, Havas has hired someone who has sat on both sides of the table. That, in itself, is a statement of intent.
