MAM
SBI Life Insurance, WATConsult launch India’s first-ever programmatic digital OOH campaign
MUMBAI: SBI Life Insurance, for its ‘Main Se Hum Campaign’, has launched the first-ever programmatic digital out-of-home (OOH) campaign in India. Planned by WATConsult, the digital and social media agency from Dentsu Aegis Network (DAN) along with DAN’s Programmatic Arm – Amnet, this innovation aims to help the brand in reaching out to newer audiences & build a programmatic connect thereafter.
Exploring New Year as a topic, the campaign is being executed across major establishments in Maharashtra and Delhi-NCR. Google’s marketing platform in partnership with Lemma Technologies, has helped the brand serve this digital inventory across OOH touch points and also plans to re-target audiences on mobile through the beacons installed at each location.
WATConsult founder and CEO Rajiv Dingra said, “With this activity, SBI Life adds another innovation with us with the key objective of testing Digital OOH, extend further reach for their "Main Se Hum" campaign exploring New Year as a topic to leverage and programmatically retarget with relevant brand messages. Well, this is the first-of-its-kind initiative in India and will surely open more dynamic avenues for the brand in the coming future.”
SBI Life Insurance chief of brand and corporate communications Ravindra Sharma said, “For a long time marketers have been trying to bridge the gap between offline and online audience, to holistically target consumers. Using the existing advertising ecosystem, the programmatic digital out of home campaign (DOOH) successfully bridges the offline to online audience gap, by simple yet intelligent application of technology.” He further added, “At SBI Life we take great pride in being the early adopters of upcoming technologies and are extremely thrilled to start 2019 on an innovative note. We believe this will mark a transformation in the evolution of digital marketing.”
AMNET in association with Lemma Technologies ran this DOOH campaign as a RTB (Real-Time Bidding) campaign on Lemma’s platform which had Google DV360 participating as demand partner. “It’s an innovation in the outdoor industry to connect outdoor media to a centralised platform based on advertisement standard & protocols. Such standardisation gives DOOH inventory more visibility to direct and programmatic demand,” says Lemma Technologies founder and CEO Gulab Patil.
AMNET vice president Salil Shanker said, “This is a revolution in outdoor industry to connect DOOH screens to a digital advertisement ecosystem. At AMNET, we believe in driving innovations to our partners and with success of launching programmatic radio in India, now we are thriving to launch DOOH inventory through programmatic. The new platform offers advertisers with innovative solutions to connect with the right audience with right messages at the right time along the consumer journey. While the lines are slowly blurring between digital and offline, in the short term this step will surely help SBI Life in getting that extended reach through offline impressions and a possibility to re-connect audiences in digital world to help close the loop. The standardisation gives more simplicity to manage all media channels through a single lens.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
