MAM
Millward Brown’s link (TM) with facial coding technology increases its database to 800 adverts across Asia
MUMBAI: Millward Brown, the only full-service research agency to have a dedicated, global neuroscience practice, today announced that since pioneering its award-winning link(TM) with facial coding technology in early 2012, it now has a database of more than 800 adverts across Asia.
The approach, created jointly by Millward Brown and Affectiva, seamlessly integrates automatic interpretation of moment-by-moment facial responses to ads with viewers‘ cognitive responses — providing advertisers with powerful recommendations to optimise effectiveness.
The integration of Affectiva‘s Affdex(TM) Facial Coding software with Millward Brown‘s Link(TM) copy-testing solution has tapped into a clear need amongst the region‘s advertisers to accurately measure emotions in advertising in a simple, cost-effective and scalable way that is accurate across different cultures.
“Listening to the overwhelming feedback from our clients and looking at results from more than 800 studies we‘ve conducted across Asia, we know that implicit measurement through facial coding, combined with established survey-based research, is giving a level of insight that simply could not be achieved by either approach in isolation,” said Global Innovations for Africa, Middle East and Asia-Pacific director Pankaj Jha.
“In fact, we see that the powerful combined approach improves the already strong relationship between link metrics and sales effectiveness.”
The technique has proved most useful to: Aid understanding of the real emotional power of ads, particularly when an ad is “edgy” and uses challenging creative devices; Clarify and highlight emotional reactions, not easily explained by survey responses; Help discover transition points that either enhance the story or break the flow, which could lead to issues of comprehension; Identify branding moments and cues that did or did not work well and Chart the overall flow through the advert to optimise storytelling.
Kohler managing director of kitchen & bath, India Salil Sadanandan said, “Analysing the facial responses of viewers uncovered some post-rationalisation occurring on the survey, and that there was a positive response to the advertising idea underlying respondents‘ answers. That insight is helping us develop the creative further with changes highlighted by both the survey and facial metrics. We generated more insightful and usable findings by combining both methods.”
Globally, Millward Brown has used Link with Facial Coding to research more than 1,500 ads, primarily for Fortune 500 companies, since launching the best-in-class solution in early 2012.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
